It was a historic milestone that Movistar wanted to celebrate by touching the heart of the Athleticzales, the official digital fan community of Athletic Club (Bilbao). In a city where football is religion and its stadium is known as La Catedral, we made the campaign that no fan could ignore: The first outdoor campaign of the 21st century done with techniques of the 10th century with a stained glass window dedicated to a saint of football.
Blessed San Mamés
Connecting with the pride of Bilbao, Movistar pays tribute to “the cathedral” of Spanish and European football
Client
- Movistar
Office
- Spain
For the first time in its history, San Mamés athletic stadium celebrates a final of the Europa League.
I can’t think of a better brand in this country to pay homage to San Mamés, the Cathedral. Movistar has brought football to every home in a much more exciting way. We owe them the historical chronicle of our football.
Vito Reig
Executive Creative Director at VML THE COCKTAIL
On the occasion of this football final, Movistar wanted to regain cultural relevance and remind fans of its historical connection not only with football but also with one of the most traditional clubs in Spain, whose sponsor is directly in competition with Movistar.
A stadium with the name of a saint and known throughout the world as La Catedral deserved more than a tribute, it needed something that awakened the devotion of his hobby.
Instead of one more exterior, we created the first stained glass window dedicated to a football saint: San Mamés. An outdoor campaign created with the same techniques used in the 10th Century – 900 hours of craftsmanship, 1500 blown, cut and assembled glass panes, done individually. Made by one of the last master glaziers in the world. A work that not only venerated the Club, but inspired the fans.
The campaign generated more than 17 million impressions, five times more impact via earned media, and 87% positive sentiment in fans. But the biggest result was not the numbers, but the president of the Athletic Club claimed it for his museum. And so it was that Movistar managed to remain eternally in the heart of the Cathedral and its fans.
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Awards
2026 Premios Nacionales de Creatividad
Craft - Art direction
Silver
2026 Premios Nacionales de Creatividad
Strategy - Low budget
Annuary
2026 Premios Nacionales de Creatividad
Idea - Telecom
Annuary
2026 El Sol
Design - Ambient design
Bronze
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