EL AÑO PASADO DIJISTE “EL AÑO QUE VIENE”

acb

Development of the Playoff’s campaign for the 2025 season of Spain's acb basketball league, including the creation of the Playoff’s presentation spot and the design system.

The concept “El año pasado dijiste el año que viene (Last year you said next year)” reflects postponed dreams and ambitions always left for tomorrow. The Playoffs mark the moment when excuses end and action begins. Directly connected to the season claim “Hemos venido a jugar (We are here to play),” it’s a call to transform waiting into determination and face the challenge head-on. Because in the Playoffs, next year is today.

The spot draws inspiration from the Japanese art of kintsugi, where broken pottery is repaired with gold, highlighting cracks instead of hiding them. This metaphor reflects the resilience of the game: defeats, struggles, and scars are not weaknesses but marks of strength and beauty. Just like in basketball, every setback becomes part of the story that makes victory shine brighter.

We extended the kintsugi-inspired aesthetic into the campaign visuals, using ceramic textures and golden cracks as a symbolic thread. This visual language conveys resilience and beauty in imperfection, creating a distinctive and cohesive identity that connects seamlessly with the concept of the spot.