HI,
I’M DIANA CASADIEGO A CREATIVE DIRECTOR (AD) THAT LOVE ADVERTISING, DESIGN & PHOTOGRAPHY.
About me
Foto
That was the question that puzzled fans when Atlético de Madrid announced a tribute in his honor. There was plenty of content to make Marino seem real yet no one could remember him. And that was precisely the idea.
On World Alzheimer’s Day, we wanted fans to experience, first-hand, a small glimpse of what it's like to live with the disease. We did it by leveraging something they would never forget: a legend of their club. At the tribute event, we revealed that Marino was a fictional character created by the club to help people empathize with those affected by Alzheimer’s.
Creative Team: Jesus Lada, Nacho Soria, Diana Casadiego, Federico Botella, Daniel Albaladejo, Javier Pulpón.
Account Director: Rosa Galera
Chief Marketing Officer: Valerio Gori
Global Head of Digital: Lorenzo Serafini
CANNES LIONS
SHORTLIST - DIRECT
D&AD
GRAPHITE PENCIL - Experiential: Activation & Participation / B2C Activations / 2025
WOOD PENCIL - Health & Wellbeing / Experiential
CLIO AWARDS
GOLD - Public relations
SHORTLIST - Experience/Activation
EL SOL
BRONZE - Health & Wellbeing
BRONZE - Public relations
BRONZE - Brand experience / Activation
CdeC
BRONZE - Ideas