#FeelTheColours: How we hacked a football Laliga club crisis and transformed it into a big opportunity

Between The Lines

The "FeelTheColours" campaign, launched by the Generalitat (Catalan government) along with FC Barcelona, was meant to celebrate the colors of sport in Catalonia. However, it only featured the colors of one club. We, RCD Espanyol de Barcelona, saw this as an opportunity to showcase the region's true chromatic richness and transform what could have been a divisive campaign into one of inclusivity.

How we hacked the opportunity (48 hours of creativity):

Recognizing the limited window during the transfer market closure, we sprang into action. Using creativity and a great team, we launched an inclusive website (www.feelthecolours.com) in under 24 hours, filling the gap left by the original campaign, which had no website. Our platform invited all Catalan sports entities and fans to join.

We also created a campaign video and launched a fun Twitter thread with irony and a mischievous tone, portraying our rebellious personality and a pluralistic outlook on Catalonia and the world, while extending a hand to other clubs and institutions.

Results: More than just numbers (engagement and bridge building)

• Our campaign generated quadruple the engagement of the original.
• It sparked debate and media coverage nationally and internationally.
• Over 40 entities and hundreds of fans joined the movement, alongside our loyal "Pericos" (Espanyol fans).

This campaign paved the way for fostering connections with those who share our passion for sports, beyond team colors. We extended a hand to institutions, showing a proactive and collaborative spirit.

Conclusion: The journey continues (building on success)

We are grateful to everyone who embraced this initiative. The journey continues as we aim to amplify the vibrant colors of Catalan sport!

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