Otro (Spanish for ‘other’) has been conceived by the players directly as a new medium through which to ‘share exclusive content with their fans, direct and unfiltered’ and is backed by a global marketing campaign spearheaded by Havas UK.
R/GA was responsible for leading creative, strategy and user experience design for the Otro app.
This promotional activity focusses on a short film depicting the ‘other side’ of 17 founding players’ lives when not kicking a ball around. As such a veil is lifted on a studious Beckham in his office; Messi paying a visit to his tailor and Neymar Jr flaunting his musical prowess behind a piano.
The resulting footage will be pushed heavily on the footballers’ own social channels, supported by a paid social push.
Mark Whelan, chief creative officer at Havas UK, said: “Literally a once a lifetime opportunity to work with a start-up unlike any other. The whole Havas Village jumped in fearlessly with our excellent clients at Otro to help make this miraculous thing happen.”
Matt Lodder, executive vice president managing director of R/GA commented: "We are extremely proud to have collaborated with Otro on the launch of their new service – a truly innovative content platform that is today live in eight languages across more than 200 countries. Otro is exactly the type of disruptive client R/GA has a long and successful history of creating transformative work for.”
Over the summer Neymar Jnr partnered with Gilette to confess to some unsporting behaviour during the World Cup.