SANTANDER Can you tell us about the Fieeld society.” When Santander began sponsoring What was the media strategy for technology and how it works? football (Santander sponsor La Liga, Copa this campaign? Libertadores and the UEFA Champions League), Blind people can obviously experience the our concept was to align the client’s purpose We launched a global action plan, using emotion of a football match, but until now, they with the sponsorship through our larger various formats and activations that offered were only able to imagine what was happening platform, FootballCan. Because of its many users different connection experiences with the on the pitch. This is what inspired Now Havas millions of fans and the money involved within brand. All of these shared the same objective, and Havas Spain to create Fieeld, the world’s the industry, football is probably the sport that connecting on the topic of inclusion through first tactile broadcasting system. Fieeld uses the has the greatest capacity to change society for Fieeld. We built an inclusive space at the UEFA player tracking data (the same data TV stations the better. Santander Bank is committed to this Exhibition in Sao Paulo and at the Libertadores use for their analysis and statistics), which transformation through the FootballCan initiative, Final in Peru. We also secured a section on Fox shows the position of all 22 players on the field, which understands football as a powerful social TV Brazil with Ronaldo which was incredible, and as well as the ball. We convert that data and incentive and an agent for change, capable of we developed an activation with the players of replicate the ball movement using a sliding arm. moving, inspiring and transforming the lives of the blind football team “Los Murciélagos”. This The movement of this sliding element is easily millions of people. Fieeld is the best example strategy allowed us to emphasise the importance detectable by touch on a fabric surface, which of that purpose. We want to help society and of inclusion as a fundametan lement ole f emulates the football pitch and synchronises with individuals have a better life, through football. development and equality within and beyond the audio broadcast. This makes it possible for a Social inclusion is fundamental for prosperity, football. Santander shared the Fieeld technology blind person to follow a match. and so this initiative sought to help visually with LaLiga, UEFA and CONMEBOL (South impaired people, given that there are 280 million American Football Confederation), with the aim Why was it important for Santander to people who live with this disability globally. of installing a device in every stadium. And to top make football more inclusive? it all off, we are currently in conversation with Tell us about the campaign’s star, Microsoft to begin mass production! Santander is the largest Spanish bank and one Nickollas, and how this technology of the top banks in the world. Its purpose is to changed his football experience? FootballCan has been widely “contribute to the prosperity of individuals and recognised at global industry awards, Nickollas is a huge Palmeiras fan. His mother how does it feel to work on something used to commentate every game for him, move that truly impacts people? by move, but now he can feel those moves with his fingertips. Many visually impaired people are We aim to have a positive impact through all the football fans. We realised that a lot of them didn’t work that we do. We need to be relevant not only even know how big a football pitch was or that for our consumers, but for society as a whole. We they were imagining moves that were completely have to create purposeful communication for our different to what was actually happening. clients that will make their brands meaningful. We tried to bring Nicko and all the other blind FootballCan is a clear example of what we try to football fans as close as possible to the full achieve with every campaign. It’s a really great experience of watching a football match. feeling to know we are making a difference. 45 DARE!