Kicking off Real Madrid's USA Summer Tour 2024 with 7m social engagements

Real Madrid wanted to build excitement among its US fanbase ahead of the club's 2024 Summer Tour while also giving meaningful visibility to an international technology and printing partner.

The challenge was to integrate the sponsor naturally into the campaign without allowing the commercial message to overshadow the team, the matches or the excitement surrounding the tour.

Brave Bison needed to create content that was informative enough to communicate essential fixture details, visually distinctive enough to stop fans in their feeds and flexible enough to satisfy both club and sponsor objectives.

Brave Bison developed a creative concept inspired by the sponsor's connection to printing, using paper textures, collage-style design and stop-motion animation to bring the campaign to life.

Physical assets were printed, folded and photographed before being animated in After Effects, while static posters recreated the same tactile aesthetic digitally. The final video culminated in the tour information being "printed", bringing the creative idea and practical messaging together in one cohesive execution.

The work demonstrated how Fan Engagement and commercial partnership activation can work together without compromising the fan experience.

By putting the football story first and allowing the sponsor to play a natural role within the creative idea, the campaign generated 7 million engagements across Real Madrid's social channels.