Rayados CFM —
Club de Futbol Monterrey a brand in the field, a brand in life
our brand vision —
Club de Futbol Monterrey a brand in the field, a brand in life
our brand vision —
His Majesty, soccer
In Latin America soccer is king. No sport inspires more passion on or off the field. Mexico is no exception. For a sometimes disjointed nation, the game has incredible mobilizing power. Every weekend, soccer reaffirms the identity of Mexico’s fans nationwide — a feeling that emerges city by city as our teams take to the field. Monterrey, the industrial, entrepreneurial and progressive city in the north, has one of the most ardent and loyal fan bases anywhere in the country. There are two home teams. We stand with the striped eleven: Rayados CFM.
Brands&People x Rayados (CFM)
In 2010, at a hard time of strife and uncertainty in the city, the Monterrey Football Club (CFM) opened a creative pitch for a new brand idea that would foster loyalty to the team and lift the community’s spirits. We at Brands&People started by visualizing soccer as a big community engine. Whether fueled by family tradition or regional pride, we wanted to nurture fandom with emotions that resonate with all fans, regardless of age, gender, social status and even geography. The challenge was to transcend soccer. The club put their trust in us.
In Latin America soccer is king. No sport inspires more passion on or off the field. Mexico is no exception. For a sometimes disjointed nation, the game has incredible mobilizing power. Every weekend, soccer reaffirms the identity of Mexico’s fans nationwide — a feeling that emerges city by city as our teams take to the field. Monterrey, the industrial, entrepreneurial and progressive city in the north, has one of the most ardent and loyal fan bases anywhere in the country. There are two home teams. We stand with the striped eleven: Rayados CFM.
Brands&People x Rayados (CFM)
In 2010, at a hard time of strife and uncertainty in the city, the Monterrey Football Club (CFM) opened a creative pitch for a new brand idea that would foster loyalty to the team and lift the community’s spirits. We at Brands&People started by visualizing soccer as a big community engine. Whether fueled by family tradition or regional pride, we wanted to nurture fandom with emotions that resonate with all fans, regardless of age, gender, social status and even geography. The challenge was to transcend soccer. The club put their trust in us.
In life, in the field
So we dialed back the team’s tactical advertising, a bad habit in the category, and devoted our energy to creating strong emotional bonds between the club and the city. A new brand narrative. Starting out, we ditched the commercial tone used in previous campaigns and replaced it with a new, inspiring and epic one highlighting the emotions that form a powerful bond between the city and the team. Then we cast a spotlight on the club’s core principles. We spoke of loyalty, teamwork, discipline and honesty. We extrapolated the team values to show how they’re also the city’s values, associating them with special moments for the fans and making them an embedded part of the local culture. We knew our message should transcend the game: —In life, in the field— (En la vida y en la cancha).
Glory ...
Despite difficult times in the city, the team came through like never before: four championships in five years. A new era in the club's history had begun. Since 2010 Rayados CFM has won the MxLeague once and three straight CONCACAF Champions League tournaments, led by Chilean striker Humberto Suazo and Mexican coach Victor Manuel Vucetich. This winning streak was their ticket to play in the 2011, 2012 and 2013 FIFA Club World Cup in Japan and Morocco, facing off with world-class teams like Raja Casablanca, Kashiwa Reysol and Chelsea. The club was now competing on an international stage, so the brand needed to measure up. That’s why, in both substance and style of our campaign, we played local but thought global.
So we dialed back the team’s tactical advertising, a bad habit in the category, and devoted our energy to creating strong emotional bonds between the club and the city. A new brand narrative. Starting out, we ditched the commercial tone used in previous campaigns and replaced it with a new, inspiring and epic one highlighting the emotions that form a powerful bond between the city and the team. Then we cast a spotlight on the club’s core principles. We spoke of loyalty, teamwork, discipline and honesty. We extrapolated the team values to show how they’re also the city’s values, associating them with special moments for the fans and making them an embedded part of the local culture. We knew our message should transcend the game: —In life, in the field— (En la vida y en la cancha).
Glory ...
Despite difficult times in the city, the team came through like never before: four championships in five years. A new era in the club's history had begun. Since 2010 Rayados CFM has won the MxLeague once and three straight CONCACAF Champions League tournaments, led by Chilean striker Humberto Suazo and Mexican coach Victor Manuel Vucetich. This winning streak was their ticket to play in the 2011, 2012 and 2013 FIFA Club World Cup in Japan and Morocco, facing off with world-class teams like Raja Casablanca, Kashiwa Reysol and Chelsea. The club was now competing on an international stage, so the brand needed to measure up. That’s why, in both substance and style of our campaign, we played local but thought global.
A cinematic brand
To infuse a new cinematic brand narrative, we filmed intertwined stories of players with fans, creating an in-depth look at both the game and life in the city. The stories highlighted not just what we are but also what we are not. Then, in another spot, we traveled back in time to Sunday, December 5, 2010, to recapture the final seconds of minute 85 of that historic game, the moment that marked the beginning of a new era. An ecstatic cheer bursts from every seat, every street corner, every home and every remote place with a TV or a portable radio, creating another emotional TV spot.
For print media, we handcrafted a dynamic custom typeface. Borrowing from the club’s anthem, we blanketed the city with powerful phrases. Photographically, we immortalized players and fans like never before. In addition, a special Arabic edition of the team’s jersey was created in collaboration with Nike for the FIFA Club World Cup in Africa.
To infuse a new cinematic brand narrative, we filmed intertwined stories of players with fans, creating an in-depth look at both the game and life in the city. The stories highlighted not just what we are but also what we are not. Then, in another spot, we traveled back in time to Sunday, December 5, 2010, to recapture the final seconds of minute 85 of that historic game, the moment that marked the beginning of a new era. An ecstatic cheer bursts from every seat, every street corner, every home and every remote place with a TV or a portable radio, creating another emotional TV spot.
For print media, we handcrafted a dynamic custom typeface. Borrowing from the club’s anthem, we blanketed the city with powerful phrases. Photographically, we immortalized players and fans like never before. In addition, a special Arabic edition of the team’s jersey was created in collaboration with Nike for the FIFA Club World Cup in Africa.
A new Christmas classic
For the holiday season, we surprised the fans with a new spin on a classic tune that holds special significance for locals. “Corrido of Monterrey,” a well-loved polka song composed by Severiano Briseño in 1942, has become over the years a sort of local anthem deeply rooted in the hearts and minds of Monterrey residents. Seven decades later, we asked contemporary musicians including Celso Piña, Pesado and Volovan to cover the song with a Christmasy flavor. We invited the city’s children’s choir to join in. With almost half million views on YouTube, the cover version was a hit, loved, sung, applauded by and shared even by rival fans.
For the holiday season, we surprised the fans with a new spin on a classic tune that holds special significance for locals. “Corrido of Monterrey,” a well-loved polka song composed by Severiano Briseño in 1942, has become over the years a sort of local anthem deeply rooted in the hearts and minds of Monterrey residents. Seven decades later, we asked contemporary musicians including Celso Piña, Pesado and Volovan to cover the song with a Christmasy flavor. We invited the city’s children’s choir to join in. With almost half million views on YouTube, the cover version was a hit, loved, sung, applauded by and shared even by rival fans.
New home
Update 2015: This year, we will usher the brand through the next phase in its evolution. Celebrating its 70th anniversary, the team will say farewell in August to its lifelong home, the ITESM stadium, and will move to the state-of-the-art BBVA Bancomer stadium — a spectacular 187,500-square-meter space designed by the architecture firm Populous. It is widely anticipated to be the best and most innovative soccer venue in Latin America, holding 51,000 spectators at the closest proximity between the stands and field that FIFA allows, maximizing the fans’ experience. We heightened the excitement and buzz with a 60-second spot that shows the team and fans from all over getting ready to meet for the first time in their new home...
Update 2015: This year, we will usher the brand through the next phase in its evolution. Celebrating its 70th anniversary, the team will say farewell in August to its lifelong home, the ITESM stadium, and will move to the state-of-the-art BBVA Bancomer stadium — a spectacular 187,500-square-meter space designed by the architecture firm Populous. It is widely anticipated to be the best and most innovative soccer venue in Latin America, holding 51,000 spectators at the closest proximity between the stands and field that FIFA allows, maximizing the fans’ experience. We heightened the excitement and buzz with a 60-second spot that shows the team and fans from all over getting ready to meet for the first time in their new home...
A brand for future generations
The team is now an integral part of the fabric of Monterrey. Not only did we strengthen the team’s brand identity, but —#enlavidayenlacancha— has become the language of Rayados fans throughout the city. It takes only a quick search of any social media to see how far our message has reached and how people have made it their own. Even local brands and other clubs in Latin America have echoed it. In this team, we have built a local brand with foundations strong enough to gain international spotlight and, hence, devoted followers guaranteeing long-term continuity for new generations of fans.
The team is now an integral part of the fabric of Monterrey. Not only did we strengthen the team’s brand identity, but —#enlavidayenlacancha— has become the language of Rayados fans throughout the city. It takes only a quick search of any social media to see how far our message has reached and how people have made it their own. Even local brands and other clubs in Latin America have echoed it. In this team, we have built a local brand with foundations strong enough to gain international spotlight and, hence, devoted followers guaranteeing long-term continuity for new generations of fans.
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Su majestad, el futbol
En Latinoamérica el futbol manda. Es difícil pensar en un deporte más enardecido dentro y fuera del campo. México no es la excepción. Para una nación a veces deshilvanada, este juego tiene un gran poder movilizador. Se reafirma nuestra identidad con cada partido, un sentimiento que emerge ciudad por ciudad cuando juegan nuestros clubes. Monterrey -la ciudad industrial, emprendedora y progresista del norte- tiene una de las hinchadas más fervientes y leales de todo el país. Hay dos equipos de casa. Nosotros vamos con los once rayados.
Brands&People x Rayados (CFM)
En 2010, en medio de la peor crisis de inseguridad en la ciudad, el Club de Futbol Monterrey (CFM) abrió a concurso una nueva idea de marca que robusteciera la lealtad hacia equipo y elevara el espíritu colectivo. En Brands&People visualizamos al futbol como un gran motor comunitario. Apalancados de la tradición familiar rayada y el orgullo regional, queríamos nutrir a la afición con sentimientos y emociones que traspasaran generaciones, géneros, condiciones sociales e incluso geografías. El reto era trascender el futbol. El club confió en nosotros.
En Latinoamérica el futbol manda. Es difícil pensar en un deporte más enardecido dentro y fuera del campo. México no es la excepción. Para una nación a veces deshilvanada, este juego tiene un gran poder movilizador. Se reafirma nuestra identidad con cada partido, un sentimiento que emerge ciudad por ciudad cuando juegan nuestros clubes. Monterrey -la ciudad industrial, emprendedora y progresista del norte- tiene una de las hinchadas más fervientes y leales de todo el país. Hay dos equipos de casa. Nosotros vamos con los once rayados.
Brands&People x Rayados (CFM)
En 2010, en medio de la peor crisis de inseguridad en la ciudad, el Club de Futbol Monterrey (CFM) abrió a concurso una nueva idea de marca que robusteciera la lealtad hacia equipo y elevara el espíritu colectivo. En Brands&People visualizamos al futbol como un gran motor comunitario. Apalancados de la tradición familiar rayada y el orgullo regional, queríamos nutrir a la afición con sentimientos y emociones que traspasaran generaciones, géneros, condiciones sociales e incluso geografías. El reto era trascender el futbol. El club confió en nosotros.
En la vida y en la cancha
Entonces desaceleramos las campañas cortoplacistas y dedicamos la energía en crear fuertes experiencias emocionales entre club y ciudad. Una nueva narrativa de marca. Para desmarcarnos cambiamos el tono comercial utilizado en campañas previas, para infundir uno nuevo, inspirador y épico, enfocado en las emociones que amarran a la ciudad con el equipo. Entonces desenterramos los principios del club. Hablamos de lealtad, trabajo en equipo, disciplina y honestidad. Extrapolamos los valores deportivos del equipo a los valores de la ciudad para asociarlos con los momentos más relevantes de la afición y sobre todo convertirlos en parte inherente de la cultura regia. Decidimos que nuestro mensaje central sería una promesa al equipo más allá del futbol —En la vida y en la chancha—.
Gloria ...
A pesar de los duros momentos para ciudad, el equipo se sobrepuso como nunca antes. Cuatro campeonatos en cinco años. Una nueva era en la historia del club había comenzado. Desde 2010 el equipo se ha coronado con una LigaMx y ha conquistado tres Ligas de Campeones de CONCACAF de manera consecutiva, encabezados por el artillero chileno Humberto Suazo y el estratega mexicano Victor Manuel Vucetich. Esta racha ganadora los proyectó para jugar el Mundial de Clubes de FIFA en Japón y Marruecos enfrentándose a monarcas de clase mundial como Raja Casablanca, Kashiwa Reysol y Chelsea. Pero si el club se medía en escenarios internacionales la marca tenía que comportarse a la altura. Así que jugamos local pero pensamos global, en calidad e ideas.
Entonces desaceleramos las campañas cortoplacistas y dedicamos la energía en crear fuertes experiencias emocionales entre club y ciudad. Una nueva narrativa de marca. Para desmarcarnos cambiamos el tono comercial utilizado en campañas previas, para infundir uno nuevo, inspirador y épico, enfocado en las emociones que amarran a la ciudad con el equipo. Entonces desenterramos los principios del club. Hablamos de lealtad, trabajo en equipo, disciplina y honestidad. Extrapolamos los valores deportivos del equipo a los valores de la ciudad para asociarlos con los momentos más relevantes de la afición y sobre todo convertirlos en parte inherente de la cultura regia. Decidimos que nuestro mensaje central sería una promesa al equipo más allá del futbol —En la vida y en la chancha—.
Gloria ...
A pesar de los duros momentos para ciudad, el equipo se sobrepuso como nunca antes. Cuatro campeonatos en cinco años. Una nueva era en la historia del club había comenzado. Desde 2010 el equipo se ha coronado con una LigaMx y ha conquistado tres Ligas de Campeones de CONCACAF de manera consecutiva, encabezados por el artillero chileno Humberto Suazo y el estratega mexicano Victor Manuel Vucetich. Esta racha ganadora los proyectó para jugar el Mundial de Clubes de FIFA en Japón y Marruecos enfrentándose a monarcas de clase mundial como Raja Casablanca, Kashiwa Reysol y Chelsea. Pero si el club se medía en escenarios internacionales la marca tenía que comportarse a la altura. Así que jugamos local pero pensamos global, en calidad e ideas.
Una marca cinematográfica
Para infundir una narrativa de marca un tanto más cinematográfica, rodamos historias entrelazadas de jugadores con aficionados, con partidos, con vida urbana. Declaraciones enraizadas de lo que somos y de lo que no. Después, regresamos en el tiempo a un domingo 5 de diciembre de 2010 para revivir esos últimos segundos del minuto 85 que marcaron el comienzo de una nueva era. Gritos desde cada asiento, cada esquina, cada hogar y cada lugar remoto que tuviera una vieja pantalla o un radio portátil explotaron para crear otro eufórico spot.
Para los medios impresos, creamos una energética tipografía hecha a mano y a la medida. Tomamos el himno del club e invadimos la ciudad con frases poderosas. Fotográficamente, inmortalizamos jugadores y aficionados. Además creamos una edición especial arábiga de la camiseta del equipo en colaboración con Nike para la Copa Mundial de Clubes de la FIFA en África.
Un nuevo clásico de Navidad
Para la época navideña, sorprendimos a los fans revisitando un clásico de la música vernácula. En 1942 Severiano Briseño compuso el famoso Corrido de Monterrey, una pintoresca polca que se convirtió con el tiempo en una especie de himno popular, sembrado en la mente y el corazón de cualquiera que se diga regiomontano. 70 años después le pedimos a músicos contemporáneos como Celso Piña, Pesado y Volovan que lo versionaran con una vibra decembrina. Así mismo invitamos al coro de niños de la ciudad para cantarlo junto a jugadores y otras celebridades. Con casi medio millón de reproducciones en YouTube, el cover fue amado, cantado, aplaudido y compartido aún por aficionados rivales.
Para infundir una narrativa de marca un tanto más cinematográfica, rodamos historias entrelazadas de jugadores con aficionados, con partidos, con vida urbana. Declaraciones enraizadas de lo que somos y de lo que no. Después, regresamos en el tiempo a un domingo 5 de diciembre de 2010 para revivir esos últimos segundos del minuto 85 que marcaron el comienzo de una nueva era. Gritos desde cada asiento, cada esquina, cada hogar y cada lugar remoto que tuviera una vieja pantalla o un radio portátil explotaron para crear otro eufórico spot.
Para los medios impresos, creamos una energética tipografía hecha a mano y a la medida. Tomamos el himno del club e invadimos la ciudad con frases poderosas. Fotográficamente, inmortalizamos jugadores y aficionados. Además creamos una edición especial arábiga de la camiseta del equipo en colaboración con Nike para la Copa Mundial de Clubes de la FIFA en África.
Un nuevo clásico de Navidad
Para la época navideña, sorprendimos a los fans revisitando un clásico de la música vernácula. En 1942 Severiano Briseño compuso el famoso Corrido de Monterrey, una pintoresca polca que se convirtió con el tiempo en una especie de himno popular, sembrado en la mente y el corazón de cualquiera que se diga regiomontano. 70 años después le pedimos a músicos contemporáneos como Celso Piña, Pesado y Volovan que lo versionaran con una vibra decembrina. Así mismo invitamos al coro de niños de la ciudad para cantarlo junto a jugadores y otras celebridades. Con casi medio millón de reproducciones en YouTube, el cover fue amado, cantado, aplaudido y compartido aún por aficionados rivales.
People
Brands&People x Rayados CMF
José González Ornelas is CEO at CFM
Jorge Urdiales is Sports President at CFM
Tonatiuh Mejía is Executive VP at CFM
Luis Miguel Salvador is Sports VP at CFM
Claudia Osuna is Commercial Director at CFM
Silvia Rico is Marketing Manager at CFM
Carolina Rodríguez is Brand Leader at B&P
Jorge González is Associate Creative Director at B&P
Osvany Tolosa is Associate Creative Director at B&P
Rocío Vázquez is Copywriter at B&P
Jorge Mercado is Art Director at B&P
Miriam Araujo is Brand Manager at B&P
Greta García is Designer at B&P
Christian Quintero is Copywriter at B&P
Roberto Aguiñaga is Designer at B&P
David García is Designer at B&P
Salvador Cueva is Photographer at Underdog
Marcelo Almaguer is Motion Designer at Underdog
Services
Brand Stewardship, Brand Communications
A brand vision
by Emmanuel Moreau and Gerardo Ortiz,
co-founders of B&P
Co-create
Collaborate
Connect
B&P
José González Ornelas is CEO at CFM
Jorge Urdiales is Sports President at CFM
Tonatiuh Mejía is Executive VP at CFM
Luis Miguel Salvador is Sports VP at CFM
Claudia Osuna is Commercial Director at CFM
Silvia Rico is Marketing Manager at CFM
Carolina Rodríguez is Brand Leader at B&P
Jorge González is Associate Creative Director at B&P
Osvany Tolosa is Associate Creative Director at B&P
Rocío Vázquez is Copywriter at B&P
Jorge Mercado is Art Director at B&P
Miriam Araujo is Brand Manager at B&P
Greta García is Designer at B&P
Christian Quintero is Copywriter at B&P
Roberto Aguiñaga is Designer at B&P
David García is Designer at B&P
Salvador Cueva is Photographer at Underdog
Marcelo Almaguer is Motion Designer at Underdog
Services
Brand Stewardship, Brand Communications
A brand vision
by Emmanuel Moreau and Gerardo Ortiz,
co-founders of B&P
Co-create
Collaborate
Connect
B&P
