Silvia Dorado

More Than Empowerment

Agency: Delirio & Twain Madrid
Client: FC Barcelona
Role: Creative Art Director
Project : More Than Empowerment

FC Barcelona has been at the forefront of championing women's football in Spain. In 1970, a group of tenacious women defied societal norms to claim their place in a sport predominantly reserved for men. To commemorate the 50th anniversary of their groundbreaking achievement in the 20/21 season, Barça's secondary kit serves not just as an ode to their struggle but also as a beacon for the future of women's football, making it the symbolic emblem of our jersey.

"More than empowerment"

Challenge

In an era where sports, especially football, are undergoing rapid evolution and diversification, the FC Barcelona women's team, despite its storied past, faced challenges in capturing the spotlight. The objective was clear: elevate the prominence of this talented team, and in doing so, ignite a renewed interest and appreciation for their achievements and contributions among both existing fans and potential new followers.

Solution

We envisioned a campaign that would bridge the past and the present, celebrating the legacy of the pioneering women of 1970 and the dynamism of today's squad. By drawing parallels between the two eras, we aimed to showcase the persistence, passion, and progression of women in the sport. The unveiling of the new purple 2nd kit, inspired by the original team's spirit, served as a visual representation of this synthesis, uniting generations and epitomizing the continued growth of women's football in FC Barcelona.

Outcome

The campaign not only captured the hearts and minds of fans but also solidified FC Barcelona's position as a beacon for women's football. By emphasizing the club's rich history and its unwavering support for the women's team, the introduction of the secondary kit became more than just a fashion statement. It emerged as a symbol of resilience, perseverance, and the continued journey of women in the sport. The heightened attention brought new fans to the fold, ensuring the women's team's place in the spotlight and underscoring the importance of their narrative in the broader story of FC Barcelona.