Sadly, some children have to spend time in hospital. It can be very scary. It’s always upsetting, with the likelihood of needles, tests, monitors and worried parents being a major part of a child’s hospital stay.

Panenka, a well-known Spanish football magazine, decided to alleviate some of the trauma, transforming football shirts into hospital gowns, so children can wear their team’s shirt when they need it most.

The idea or starting point for this project was that when children put on the shirt of their favourite team something magical happens. Suddenly they transform in their imaginations, becoming the player they admire the most. But also, during the time they wear the shirt they are able to run faster and to kick harder. Or feel that they can. In short, the shirt gives them strength and courage to face their hardest match. And brings them the joy that can boost their immune systems to help them fight.

The magazine worked with Spanish creative agency, We Are Xuxa, on the project. In just 24 hours the campaign had already achieved great results. The project is open to anyone who wants to join. Do that here.

Credits:

Client: Panenka

Client contact: Carlos Martín Rio & Álex López

Creative agency: We are Xuxa

Creatives: Irene Labat, Diego Lauton & Fede Botella

Film production: Javier Hernandez