“I love you, Sport”

For the strategic and creative repositioning of Diario As, we launched the “I love you, Sport” campaign, the product of several months’ collaboration between our agency and our client’s teams.

“I love you, Sport” embodies a philosophy that is so much more than a simple communications concept, as a strategy that will affect all dimensions of the newspaper’s performance, including the editorial facet. Throughout 2020, the new concept of “I love you, Sport” will feed into features, interviews, and other story formats, which will be dotted throughout the newspaper, telling real stories of passion for sport. Because, ultimately, Diario As is a daily love letter to sport written by journalists, sporting professionals, and fans.

And fans are becoming increasingly important and involved, as the launch of the new positioning strategy coincides with Comscore’s confirmation that Diario As is the leading Spanish-language digital sports publication in Spain and the world.

Simultaneously, to mark the return of Spanish League football and other sporting competitions, after the cancellation of all sports fixtures as a result of COVID-19, Diario As is launching a campaign guided by its new positioning strategy.

The concept launch piece is a 1-minute video. The “Return of La Liga” campaign consists of several videos, graphic inserts, radio spots, and billboards. 

Darwin & Verne has been working with Diario As for 10 years.



Data sheet:

Agency: Darwin & Verne
Advertiser: Diario AS
Account Executive: Javier Alejandre
Accounts team: Javier de Prada y Miguel Lamas
Executive Creative Director: Óscar Moreno
Creative Team: Pablo Caraballo, Gonzalo Calvo (Supervisores creativos) Miguel Ángel Mengs y Javier López.
Executive Creative Director: César Bertazzo
Designer: Iago Álvarez
Audiovisual Production Director (agency): María Jiménez
Edition (agency): José Luis Mancilla 
Production Company: 4 Gatos
Sound Studio: The Lobby
Title: “Deporte Te Amo”
Piece of Concept “I love you, Sport”: vídeo de 60”
Campaign Pieces “Vuelve la Liga”:  vídeos de 24”, cuñas, gráficas y display