Silvia Dorado

The Field Symbol

Client: FC Barcelona
Role: Creative Art Director
Project : The Field Symbol
Recognitions: Cannes Lions Shortlist Media 2022, Cannes Lions Shortlist PR 2022

In March 2022, two of the best players of the FC Barcelona Alexa Pulletas and Pedri painted, in the circle in the center of Camp Nou, the woman’s symbol. Coinciding with Women’s Day, a giant canvas was placed in the center of Barcelona and from there a mobilization was launched that includes every one of the areas of the Club with a clear call to action: to beat the world record of attendance for a women’s match.

"More than empowerment"

Challenge

Soccer is a billion-dollar business and historically solely and exclusively male. FC Barcelona is one of the few clubs whose commitment to women's soccer is part of its DNA. Their current team is considered the best in the world but despite this, their games were still half empty. This needs a change.

Solution

Coinciding with Women’s Day, a giant canvas was placed in the center of Barcelona and from there a mobilization was launched that includes every one of the areas of the Club with a clear call to action: to beat the world record of attendance for a women’s match.

Outcome

All this generated a simple line on a field which became the begining of a global movement. The project generated more than 215 million interactions in Social Media, making FC Barcelona the club with more interactions in the world during March. Also, we managed to mibilize the fans to fill Camp Nou for a women’s soccer match, beating the world record for attendance, on two consecutive occasions.