CASE STUDY BRINGING FOOTBALL TO LIFE Chief Creative Officer of Havas Spain, Jesús Lada explains the concept behind a touching campaign for Santander, which allowed visually impaired football JESÚS fans to experience the thrill of the game in a new way. LADA Supported by powerful “Fieeld” technology, which allows fans to follow the path of the ball through their fingertips, the emotional campaign is part of Santander’s larger ‘FootballCan’ initiative to promote inclusivity in sports. 44 EPOH