Abandoned Children

Creative agency Almacén continues to solidify its footprint in the Iberian market, this time through a high-impact, disruptive emotional action: “Niños abandonados” (Abandoned Children). The event took place at the Campos de Sport de El Sardinero during the pre-match build-up between Real Racing Club and SD Huesca. A "hack" of the stadium's speaker system turned what began as a routine announcement for a lost child into a collective wake-up call regarding child exclusion and lack of protection.
“We are looking for Lucas’s older brother.” “We are looking for someone to ask Juli how her day was.”
The creative concept, which utilized the speaker system—a common and functional element in any stadium—left the audience surprised, moved, and reflective. With this campaign, Almacén, alongside Real Racing Club de Santander and Proyecto Victoria, sought to subvert spectator expectations, inviting them to consider the vital importance of adult role models in the lives of children and adolescents.
“We are proud to continue providing the visibility that Racing’s efforts deserve. When a club or a brand possesses real values, finding stories worth telling becomes much simpler.” said Pedro Andragnes, Co-DGC of Almacén Barcelona. “Whenever ideas manage to spark even a small change in people, that is all we can ask for. These are the projects that truly fulfill us.” added Emiliano Jabiu, Co-DGC of Almacén Barcelona.
“At Racing, we believe a club has the responsibility to use its mobilization power to bring visibility to realities that often go unnoticed. ‘Abandoned Children’ is born from that conviction: transforming a routine stadium moment into a collective call to action regarding child vulnerability. We are proud to serve as a social megaphone capable of moving people, generating reflection, and reminding us that no child should grow up feeling alone.” added Pablo Ruiz, Director of Marketing and Business at Real Racing Club.
The campaign utilized ambient media to intervene in one of the most recognizable protocols in a football stadium: the lost child announcement. In addition to the speaker system intervention, “Abandoned Children” was displayed on stadium screens, club assets, and players' warm-up jerseys under the slogan: “In the face of social exclusion, step forward.” The initiative was also amplified across the social media channels of the club, its Foundation, and various Racing-affiliated profiles, generating conversation around an issue that usually occurs far from the spotlight.