umbro 

Las Bolachas de Pepe.

As a foreword, it’s important to clarify something in order to understand the idea: in Spain, we use the word ‘biscuit’ to refer to a ‘hit’ or ‘blow’. So, when someone gives a ‘biscuit’ to someone else, it means they’ve hit them.

Pepe is a football player and when he played for Real Madrid, he was known for giving out ‘biscuits’ on the pitch, so to put a spin on his image we thought: why don’t we get him to give out biscuits, the real ones?
 

Role: Art Direction - freelance

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