CF Monterrey Rayados® / 2022 / Campaign
Rayados® ante el mundo
VISUAL PIECES
07For its fifth FIFA Club World Cup appearance, Club de Fútbol Monterrey arrived in the UAE to compete.
01 / CONTEXT
CF Monterrey “Rayados®” was one of the Mexican teams with the most FIFA Club World Cup appearances, raising expectations among fans in Mexico and abroad about how far the team could go.
02 / CHALLENGE
Despite the team’s bad results back home, how could we get Mexican football fans and Rayados® supporters excited about the possibility of winning the FIFA Club World Cup?
03 / INSIGHT
The world knew the Rayados® squads of 2011, 2012, 2013, and 2019—their colors, values, and players. In 2022, it was the same club, driven by the same passion and commitment, wearing the same colors, but with new players ready to leave everything on the pitch.
04 / THE IDEA
Share the stories of fans around the world as they shared their passion for Rayados de Monterrey®, while presenting the players as the stars of the Club World Cup.
05 / EXECUTION
A campaign championing each player, along with two commercials that took us to Europe and Asia, where Rayados® became the Mexican team to watch.
CREDITS
Client: Rayados Production Company: Elevation Studios