After weeks of late-night kick-offs, emotional rollercoasters and football taking over everyday life, the 2026 FIFA World Cup is finally coming to an end. Over the past month, millions of fans have reorganised their schedules around matches, late-night kick-offs and endless football conversations, making the tournament one of the biggest cultural moments of the year.

But once the final whistle blows, millions of fans are left with something unexpected – the strange feeling of returning to normal after living and breathing football for an entire month.

Spanish radio network, Cadena SER, and Havas Creative Spain have stepped in to ease the discomfort for the station’s loyal listeners with the WorldCup Detox Center, a wellness retreat created for football fans recovering from a month of emotional highs, sleepless nights and nonstop matches – and a loyalty program with a difference.

A hero film introduces the WorldCup Detox Center. Presented with the tone and visual language of a premium wellness clinic, the film reframes post-World Cup withdrawal humorously as something that deserves professional treatment, turning a universal fan experience into an entertaining and memorable brand story.

The listener who accumulates the most listening time to the station’s live football programme, Carrusel Deportivo, via the Cadena SER app throughout the tournament will win a three-day wellness retreat at the Balneario de Puente Viesgo in northern Spain, with a guest, as a symbolic “detox” from a month of football overload.

Rather than competing with the countless brands trying to capitalise on the World Cup conversation, the campaign for the radio station with 4.4 million daily listeners, embraces a different perspective. Instead of celebrating the tournament itself, it focuses on what happens when it’s over and football fans suddenly lose the daily ritual that has shaped their schedules for weeks.

The full campaign covers film, social and digital.

Credits
Client: PRISA Media [Carrusel Deportivo]
Client Team: Óscar Ocaña, Laura Madera, Lucía Fernández

Creative Agency: Havas Creative
Chief Creative Officer: Jesús Rasines
Executive Creative Directors: Félix Carral, José Izaguirre
Group Creative Director: Fede Botella
Head of Art: Cadu Bussad
Creative Directors: Borja Álvarez, Diana Casadiego
Associate Creative Directors: Daniel Albaladejo, Luismi Ábrego
Copywriters: Flavio Jiménez, María Asenjo
Art Directors: Román Tarrazona, Adrián García, Diego Chaurrondo
Producer: Vanesa San Millán
Business Partner: María Luisa Fernández-Villaverde
Account Director: Nerea Santacreu
Account Executive: Alex Torreblanca

Production Company: BSWT
Executive Producer: Luciano Firmo
Directors: Rafa Quinto & Migue Vázquez
Director of Photography: Alex Pizzigallo
Producer: Lucas Vallina
Post Production: Javier Martínez
Editor: Javier Martínez
Voiceover: Antonio Romero