Football is in the world’s heart right now. Findasense, a 360 creative agency specialising in brand experience, is making that useful for environmental and social organisation, Fundación con Vida. Their campaign, Retiring Species, presents an emotive parallel between in the careers of footballers on the brink of retirement and animal species on the verge of extinction.
The campaign features four prints, each presenting a renowned footballer through the number of their jersey integrated with the fur texture of an endangered species that corresponds to their nickname. The Ethiopian ibex represents the G.O.A.T., the top star of the Argentine national team (with only 500 individuals left in the world); the Bengal tiger symbolises the historic top scorer of Colombia (occupying only 5% of their historical range); the panther references the emblematic goalkeeper of the Costa Rican national team (current population estimated between 16,000 and 14,000 members of the species); and the arctic fox represents the Italian-Peruvian forward of the Peruvian national team (in 2022, only about 450 were estimated in Norway, Sweden, and Finland).
This visual fusion, besides highlighting the connection between athletes and animals, emphasises the urgency of protecting these species before it’s too late. Retiring Species is designed to capture the public’s attention, creating an emotional and visual bond that deeply resonates with the audience.
“Retiring Species is a campaign that primarily aims to raise awareness about the urgent need to protect some of the most vulnerable species. It is an honour to collaborate with Findasense on an initiative that has the power to generate such a significant impact,” stated lejandra María Muñoz Rivera, executive director at Fundación Con Vida.
Esteban Pineda, CEO of Findasense Americas, added, “Our mission has always been to create brand experiences that transcend and generate positive change. With Retiring Species, we have taken this mission to the next level, combining creativity and purpose to inspire greater awareness and action in the protection of our wildlife.”
Credits
Client: Fundación con Vida
Client Responsible: Estefany Rivera
Agency: FINDASENSE
CCO: Christian Buelvas
Creative Directors: Diego Pinilla, David Olarte
Copywritter: Andrés López
Art Director: Leonardo Oviedo, Rodrigo Melo
CEO Americas: Esteban Pineda
Account Supervisor: Maria Camila Pardo
