Atlético de Madrid’s #AnotherWayOfLiving campaign, launched during the 2019 Christmas season in Spain, seeks to position the brand as more than a football club by emphasizing a distinctive lifestyle and mindset associated with the team. The campaign’s core proposition revolves around embracing an alternative way of understanding life—a philosophy grounded in perseverance, passion, and authenticity. This narrative appeals to fans’ emotional connection to the club and the unique identity they share, reinforcing loyalty through shared values rather than just athletic achievement.
From a strategic perspective, the campaign leverages the emotional resonance of the holiday season to deepen engagement with existing supporters while attracting like-minded individuals who identify with Atlético’s ethos. The use of film as a medium allows for storytelling that captures the essence of the club’s culture, fostering a sense of community and belonging. The campaign’s digital activation across multiple social platforms, including YouTube, Facebook, Twitter, and Instagram, reflects a comprehensive approach to reach the club’s diverse and digitally engaged fanbase. By focusing on an authentic narrative rather than overt commercial messaging, the campaign taps into the broader cultural context of sport as a way of life, positioning Atlético de Madrid as a symbol of resilience and identity rather than simply a competitive entity. This creative angle aligns with the sports and fitness market's increasing emphasis on lifestyle branding, ensuring relevance both within Spain’s passionate football community and the wider sports audience.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign, titled “#AnotherWayOfLiving” (“#OtraFormaDeEntenderLaVida”), leverages Atlético de Madrid’s brand ethos and lifestyle, especially framed as a Christmas message. The phrase and meta commentary point to a distinctive mindset or approach associated with club fans—suggesting an aspirational identity rather than direct storytelling, problem/solution, or comparative framing. As a sports performance piece timed for the holidays, it’s designed to resonate with the club’s community, portraying Atlético supporters as people who "live differently," embodying pride, resilience, or passion. No strong cues indicate narrative arc, celebrity focus, or parody, making ASSOCIATED USER IMAGERY the clearest format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Real Madrid – Market Positioning
Real Madrid is positioned as a global football powerhouse with a legacy of excellence, focusing on star-studded lineups and a winning mentality. They emphasize prestige, tradition, and international success, targeting a worldwide fanbase by combining elite performance with luxury branding.
2. FC Barcelona – Market Positioning
Barcelona differentiates through its emphasis on youth development, playing style, and Catalan identity. Known for its "more than a club" philosophy, it highlights creativity, community values, and a commitment to attractive, skillful football.
3. Sevilla FC – Market Positioning
Sevilla FC positions itself as a resilient and ambitious club, renowned for European success beyond the traditional top clubs. Their strategy focuses on smart talent development, tactical discipline, and competitive spirit to punch above their weight consistently.
4. Valencia CF – Market Positioning
Valencia positions itself around a strong connection with its regional roots and a blend of experienced veterans and emerging talents. The club markets itself as a fighting underdog committed to passion, loyalty, and tactical football.
5. Athletic Club Bilbao – Market Positioning
Athletic Club Bilbao differentiates uniquely by exclusively recruiting Basque players, emphasizing cultural identity, tradition, and local pride. Their approach is rooted in sustainability, community values, and rugged, physical football performance.
Q: What is #AnotherWayOfLiving about?
A: #AnotherWayOfLiving is a professional campaign created by the agency Sra. Rushmore for Atlético de Madrid, released in Spain in 2019. This film-based campaign was launched during the Christmas season and is positioned within the sports and fitness market. Its central creative idea is to present Atlético de Madrid not just as a football club, but as a symbol of a distinctive lifestyle and mindset. The campaign leverages the festive period to deepen emotional connections with fans, highlighting values such as perseverance, passion, and authenticity that define the club’s identity.
Q: What creative device does #AnotherWayOfLiving use?
A: #AnotherWayOfLiving employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on showcasing a user profile that the target audience can relate to or aspire to, rather than relying on direct storytelling, celebrity endorsement, or parody. The campaign frames Atlético supporters as individuals who embody a unique way of living, using aspirational imagery to reinforce the club’s ethos and foster a sense of belonging among fans.
Q: What is the campaign proposition for #AnotherWayOfLiving?
A: The strategic positioning of #AnotherWayOfLiving is to establish Atlético de Madrid as more than a football club by promoting a distinctive lifestyle and mindset rooted in perseverance, passion, and authenticity. The campaign speaks to both existing supporters and potential fans who identify with these values, leveraging the emotional resonance of the holiday season to strengthen loyalty. By focusing on an authentic narrative and a sense of community, the campaign positions Atlético de Madrid as a symbol of resilience and identity within the sports and fitness category.
Q: How does #AnotherWayOfLiving rank in Clapboard's archive?
A: #AnotherWayOfLiving holds a Clapboard Campaign Score of 66/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Atlético de Madrid's category?
A: In the Spanish football market, Atlético de Madrid competes with several prominent clubs. Real Madrid is positioned as a global powerhouse focused on prestige and international success, while FC Barcelona emphasizes creativity, youth development, and Catalan identity. Sevilla FC is known for its resilience and European achievements beyond the traditional top clubs, Valencia CF draws on regional roots and an underdog spirit, and Athletic Club Bilbao stands out for its exclusive recruitment of Basque players and deep cultural identity.
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