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2023 One Show - Design

LaLiga Kick Off

Agency Ogilvy Spain / Madrid + Hogarth Spain / Madrid

Client LaLiga


Promotional / Physical Items

Annual ID


About the Work

LaLiga is the company in charge of organizing the Spanish professional football competition, with presence in 41 countries and more than 2,800 million followers around the world. To announce the start of the new season, we decided to unbox the most iconic object with LaLiga's fans around the world: the new season ball But if football is played with the feet, there was no point in unboxing it with the hands. With this spirit, Kick Off was born: the first unboxing done with your foot. We sent the new Puma ball for the new season to hundreds of fans around the world and ask them to unbox it like football. Literally kicking it. The strategy behind the idea was basically to create a package that could be destroyed with a kick to show the ball. The ball was sent inside a sphere-shaped packaging, printed in 3D. About the packaging: we created a sustainable package. With biodegradable PLA material with no use of plastic to respect the environment. Designed with a minimalist I+D aesthetic look, the packaging was composed of 12 pentagons and 20 hexagons and was intended to be destroyed in one kick. With an ironic and fun tone, in that same spherical packaging, an integrated instruction manual was screen printed with an iconographic system, to show the best way to unbox it. The new packaging attracted a lot of attention and exceeded our expectations. +665 million impressions in the first two weeks. A global activation on an unboxing that went around the world and had more than 336 million views, generating more than 42.5 million interactions among football fans around the world.

2023 Awards

Total Points: 21



Ogilvy Spain / Madrid


Alfredo Bermejo
Jaume Pons
Marta Aparicio
Juliana Francini

Art Director

Aleguandra Vallejo


Andrea López

Chief Creative Officer

Roberto Fara

Creative Director

Pablo Cachón
Patricia Medeiros


Carmelo García


Román Castro

Executive Creative Director

Javier Senovilla
Juan Pedro Moreno


Jose Coloma

account director

Eva Hernández

Account executive

María Peyra

Agency In-House Production

Hogarth Spain / Madrid


Pablo Vallejo


Adrian Vicen

Head of Experience, Print & Events

Silvia Gutiérrez

Head of Sports

Carlos Ranedo

Managing director

Israel Reyes

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