→ EL ORO DE LA HISTORIA SE LLEVA PUESTO
To launch the official U. de Chile 13/14 kit, Adidas wanted to highlight the main attribute of the jersey: the three golden stripes.
"Where does this gold come from?" the brief asked us.
In Chile, Colo-Colo is the team with the most championships, their classic rival. That's why we decided to melt the gold from something this institution has in abundance: history.
Recognitions:
Effie Chile // Gold
Achap Chile // Silver
U. de Chile 1962. One of the most successful teams in Chilean history, had Leonel Sánchez as its main figure, the great protagonist of the historic team known as "Ballet Azul".
Championship 1994. After 25 years without winning anything, the blue people were once again crowned as the best team in Chile and, in the process, they consecrated who would become one of Chile's idols, Marcelo Salas.
1988 relegation. On January 15th was the first and only time in the history of U. that they lost their category. However, they only needed one season to return to the top competition.
Copa Sudamericana 2011. Probably the happiest moment in the memories of fans, and according to historians, this has been the best squad in the club's history.
AGENCY
TBWA CHILE
CREATIVE TEAM
EDUARDO NOVION - FELIPE CORDERO - CARLOS VELASCO - SEBASTIAN URRUTIA
ROLE
ART DIRECTOR