Real Madrid


Agency: Cut Media


Rituals are an important part of the beautiful game, for the players and the fans. Rituals can be very personal and passionate and are part of what makes the Real Madrid community great.
Cut Media has created a multi-media campaign for Real Madrid which celebrates the time-honoured and precious rituals shared by the Real Madrid family and invites everyone to share theirs.
The “Rituals” campaign film, which will run online, is shot on location in Madrid and showcases the weird and wonderful pre-match rituals practiced by Real Madrid players, club staff, fans and devotees. It also captures the atmosphere and the building excitement in the city and at Santiago Bernabéu Stadium prior to a Real Madrid game.
In the opening shot, Real Madrid star Sergio Ramos symbolically kisses his jersey before he puts it on. We also see legendary midfielder Luka Modrić in the dressing room picking up his shin pads and kissing them before the game. Printed on the shin pads are pictures of his family and Jesus.
The film shows the pre-game rituals of different Real Madrid fans around the city, and through the ages, with an older member of the club sitting in the same stadium seat he’s sat in for years, watching history unfold. At the match starts, we see some members of the crowd kissing their scarves with others in silent prayer. The narrator says: “It’s you that makes the difference. This is #RealFootball.”

This professional campaign titled 'Rituals' was published in United Kingdom in March, 2020. It was created for the brand: Real Madrid, by ad agency: Cut Media. This Digital medium campaign is related to the Sports industry and contains 1 media asset. It was submitted about 4 years ago.


Advertising Agency: Cut Media, UK


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