ESPN Deportes rolls out campaign to build hype for Toronto 2015 Pan American Games
American Spanish language sports channel ESPN Deportes has launched a multimedia campaign called ‘#YoDigoPresente’ (‘I am In’) featuring Grammy Award-winning band Calle 13 to promote this year’s Pan American Games in Toronto.
A spot for the campaign, created in partnership with agency Handle Like Eggs, features Calle 13’s lead singer René Pérez Joglar performing ‘La Vida, Respira el Momento’ (‘Life, Breathe the Moment’) from the band’s 2014 Grammy-winning album ‘Multiviral.’ It showcases images of athletes as they train along with footage from previous Pan American Games.
Of the collaboration, René Pérez Joglar said: “La Vida, Respira el Momento is about the journey of life and how we all prepare for specific moments; that’s what it’s all about for these athletes. I have always been a sports fan and using this single to represent such an important sports event makes me very proud.”
The campaign will also feature promos, photography, and social interaction running in and off-channel.
The photography will feature a series of athletes including Olympic silver medalist Marlen Esparza (boxing, USA), Olympic and national record-holding backstroke swimmer from Mexico Fernanda Gonzalez, and three-time gold medalist 2014 Central American and Caribbean Games Omar Pinzón (swimming, Colombia).
Weekly Pan American vignettes will also showcase the challenges and passion of athletes from Mexico, Puerto Rico, Dominican Republic, and the US leading up to this summer’s games.
The Pan American Games Toronto 2015 are taking place from 10-26 July. More than 7,000 athletes, representing 41 nations from the Americas, are expected to compete. The event is held every four years and ESPN has been the US home of the games since 2007.