| Title | Streaker |
| Agency | Dimensión |
| Campaign | Streaker |
| Advertiser | Athletic Club de Bilbao |
| Brand | Athletic Club |
| Posted | June 2003 |
| Product | Sports Clothing Line |
| Business Sector | Sportswear |
| Philosophy | Creative Strategy 100% Athletic is a concept involving members and also all supporters in general. With this basic message, we are aiming at reinforcing the Athletic line communication and moving away from any involuntary contamination by the actual entity. Based on this concept, the product representation is exaggerated to extremes. How? By turning the whole world upside down! Finding a notorious phenomenon, "the streaker". Taking the British milieu as a reference, a scene with very similar characteristics, strong tradition and personality to those found in Vizcaya and personifying all this in Mark Roberts, the Streaker par excellence who has exposed his body in the most emblematic scenarios in England. However, in our campaign, the Streaker, instead of being in the nude, stands out from the rest by proudly exhibiting clothes from the Athletic club line and it is the rest of the people who are naked and pass unnoticed. The commentary is part of the setting and bears no explicit reference to the product, therefore the sole intention was to unite the reference of the footballing tradition and the streaker, two totally English reference points. Campaign Results and consequences The commercial results have been very good, considering the media coverage of the campaign and the team's current league position. Sales have increased over last year. The effects generated by the campaign have gone beyond their temporal and geographical broadcasting scope, and have broken the customary communication codes. The campaign itself has become news, appearing in all the public and private television news broadcasts, sports papers and national radio stations as well as circulating on the Internet at an international level. |
| Problem | The campaign was directed at launching the Athletic Club clothing brand. In our case, as well as the commercial objectives, the positioning of the Athletic Club line as a young and creative sports clothing line was given top priority with the idea of continuing the brand building in subsequent advertisements. An advertisement that would enable us to develop our product line coherently, taking into account the fact that the brand name is defined by the way it is built at the start. For this reason, the prominence given to our first advertisement was fundamental if we were to compete with the market on an equal footing. |
| Media Type | Television & Cinema |
| Length | |
| Creative Director | Guillermo Viglione |
| Copywriter | Guillermo Viglione |
| Director | Miquel Alcarria |
| Copywriter | Mikel Aguado |
| Copywriter | Javier Vicente |
| Production Company Producer | Albert Cruells |
| Art Director | Mikel Uribetxeberria |
| Art Director | Iñigo Beldarrain |
| Account Manager | Ana Alcover |
| Production Company | La Gloria |
| Agency Producer | Laura Aristeguieta |
| Account Manager | Juanjo Legarda |
| Account Executive | Jon Berasategi |
| Editor | Miquel Alcarria |
| Director of Photography (DOP) | Nono Arruga |
| Production Company Producer | Carmen Linares |
| Recording Studio | Oido |