play with pelayo

We created "Jugar con Pelayo," the first co-branding initiative between Pelayo and Toyota under their joint sponsorship agreement with the ACB League. It was a promotional campaign developed in record time to activate the brand during the playoffs, build awareness, and generate leads across arenas, social media, and television.

Pelayo challenged us to design a promotional campaign capable of capitalizing on the moment of peak attention during the ACB season: the Playoffs. The initiative needed to activate the company's sponsorship agreement with the league, generate brand impact, and simultaneously drive lead generation within a context of high visibility and emotional connection with the audience.

The project also featured a particularly significant component: it was the first co-branding initiative between Pelayo and Toyota within the framework of their joint sponsorship of the ACB League. This required developing a proposal that was simple and recognizable, capable of naturally integrating both brands while maintaining consistency with the sports context and the promotional objectives of the campaign.

At MIG Prisma, we developed the concept, creative messaging, visual identity, and various campaign assets based on the “Jugar con Pelayo” (Playing with Pelayo) theme—a direct, flexible idea that connected with the competitive context of the Playoffs and enabled audience engagement across multiple touchpoints.

The campaign was designed to roll out across three key environments: in-person activities at the arenas hosting matches for the teams involved in the playoffs; content and assets for social media; and a television presence via sponsored airtime on a TV network.

The project demanded an agile, coordinated, and execution-oriented response, with the capacity to develop a complete promotional campaign in record time—adaptable to various media formats and designed to align with the visibility requirements of Pelayo, Toyota, and the ACB League.