The Legacy of Laporta’s Iconic Bernabéu Banner: From Electoral Triumph to Preservation

On December 15, 2020, the Barcelona faithful woke up to a startling sight – a gigantic banner, measuring 50m x 20m, featuring Joan Laporta’s face and the slogan “ganas de volver a veros” (eager to see you again), appeared just 100 meters from the south end of Santiago Bernabéu Stadium. Executed by the Avante agency and publicist Lluís Carrasco, this strategic move shook up Barcelona’s electoral landscape, propelling Joan Laporta toward victory in the January 24, 2021 elections.

The question arises: What happened to that banner that dominated headlines, sparked discussions across media, and caused a social media frenzy? The banner is under the watchful eye of Ramón Tomàs, a friend of Lluís Carrasco, a collaborator in Laporta’s campaign, and a member of FC Barcelona’s Youth Football Commission. It resides in a warehouse in Alcarràs (Lleida) alongside other cherished items.

After being displayed for a month on a building on Paseo de La Habana (from December 15, 2020, to January 15, 2021), the banner, crafted in Madrid with a commitment to keep its production secret until the day of the event, made its way to Catalonia. Initially considered for a charitable cause by being cut into pieces, the idea was eventually discarded. Instead, it found a home in storage.

The fate of the banner, according to Lluís Carrasco, “remains uncertain,” but it’s not ruled out that it might eventually find a place in the FC Barcelona Museum as a testament to the most viral campaign in Spain’s history, amassing over 3.8 billion social media impressions.

Origins: The initiative began with a request from candidate Joan Laporta, aiming for an extensive street marketing campaign to garner attention during the electoral race. The concept was developed by Lluís Carrasco and the Avante agency, resulting in a monumental 1,000 m2 banner with a friendly and witty message. This creative endeavor earned several accolades, including the Silver Award for Best Media Campaign in Spain, the Efficacy Award 2021 for combining winning strategy with creative excellence, and recognition at the El Sol Festival Iberoamericano de la Comunicación Publicitaria in the category of best use of large-format outdoor advertising.

Carrasco also conceived a sequel in July 2022 when Barcelona issued a challenge to Real Madrid with a moving message on a billboard in Las Vegas: “Tranquilos merengues, lo que pasa en Las Vegas, se queda en Las Vegas” (Relax, Madridistas, what happens in Las Vegas stays in Las Vegas), displayed in Catalan, Spanish, and English. This endeavor surpassed 1.5 billion social media impacts and became the largest Catalan-language advertisement showcased outside the Principality. Carrasco hinted at the potential for a future project to complete a historic trilogy for the FC Barcelona’s 125th anniversary.