The Bilbao Athletic campaign appears to be inspired by the legends of Sparta. It specifically touches on how Spartan warriors were raised and molded to become some of the fiercest fighters in the world. In this case, however, ‘Sparta’ is the Bilbao Athletic club and the ‘warriors’ are aspiring football players.
Created by Spanish ad agency Dimension, the Bilbao Athletic campaign is comprised of three different scenarios, each of which depict the process to becoming such celebrated players. The first revolves around the ‘Baptism,’ when they are introduced to the club as babies. The second illustrates the intense training the chosen few undergo as being part of the club while the third shows their pride being built up through a ‘Consecration’ ceremony.