Description
In football, when a player collapses on the pitch, the captain is often among the first to rush to their side. But what if the captain could carry something that might help save a teammate's life?
Clínica Sanatorio Alemán, official sponsor of Deportes Concepción, turned the inside of the captain's armband into a quick-reference CPR guide, transforming a symbol of leadership into a potentially lifesaving tool.
The initiative debuted during a professional football match against Everton and later reached grassroots football, when Deportes Concepción captain Joaquín Larrubei helped deliver the armband to a neighborhood club in Concepción, Chile.
Because cardiac emergencies can happen on any pitch. And knowing how to respond should be part of every game.
This professional campaign titled 'Key Minutes' was published in Chile in May, 2026. It was created for the brand: Clinica Sanatorio Alemán, by ad agency: With. This Print medium campaign is related to the Health and Sports industries and contains 2 media assets. It was submitted 22 minutes ago.
Credits
Agencia de publicidad: With
Director General: Ignacio Irazuzta
DGC: Fernando Riquelme
Director Creativo: Nasser Avid
Director de Cuentas: Marcelo Baldovino
Supervisora de cuentas: Paula Cerna
Ejecutivo de Cuentas: Pablo Silva
Director de arte: Pablo Estuardo.
Redactor: Alejandro Rebolledo.
Directora Audiovisual: Rachell Vázquez.
Producción Audiovisual: Pablo Henríquez & Antonio Basso.
Paid Media: Katherina Lehnebach
