Joma: La camiseta del Leganés que sabe a Gloria
Advertised brand: Joma Sport
Advert title(s): Smells of Glory
Headline and copy text (in English): Joma presents The Leganés Shirt that smells of Glory
Advertising Agency: Agudos&Crónicos, Madrid, Spain.
Agency website: http://agudosycronicos.com
Creative Director: Ignacio Inigo
Art Director: Pablo Vilar
Copywriter: Manuel Gómez
Producer: Irene Choclán
Production company: Mint Media
Published: Junio, 2016
Short rationale (optional): Joma presents The Leganés Shirt that Smells of Glory. This upcoming season will be C.D. Leganés’ first in Spain’s Primera División. That’s why this season is different and it smells of something new: of Primera, of glory. Joma knows this better than anyone, that’s why they have launched The Leganés Shirt that Smells of Glory. Literally. A unique campaign created by Agudos&Crónicos and produced by Mint Media to promote the team’s new kit for the next season. Joma has incorporated micro-encapsulation technology into the club crest, adding active ingredients to create an aroma. These microcapsules last through several washes and the aroma is released through friction. So whenever Leganés fans kiss their crest over the course of the season they’ll know exactly what glory smells like. And what does victory smell like? Glory smells like grass, the pitch where the players give it their all week after week and where they have managed to make the dream of a lifetime come true.