RAKUTEN X FC BARCELONA - The Big Picture
Activation, AR app, Social Film
The Big Picture was project that leveraged technology to bring the entire global cohort of FC Barcelona fans together, connecting Rakuten, FC Barcelona, and fans from all over the world with thousands of pictures.
To celebrate the club’s ethos of ‘Mes que un Club’ (more than a club) we dedicated the external facade of Camp Nou stadium to celebrate and unite fans across the world.
With the COVID-19 pandemic restricting access to Camp Nou, we helped fans stay connected by getting them to submit their best Barcelona moments to be included in a giant digital mosaic across the outside of the stadium, their pictures combining to make up the huge mural over the entrance. Every fan could locate themselves within the mural and explore the moments surrounding them. Once the stadium reopened, fans could both locate themselves in the mural and explore it in more detail using Augmented Reality technology.
The fans from around the world who contributed to the Big Picture project all share a similar sentiment — despite the limitations around watching soccer in-person, they want to do what they can to support their beloved Barca. The team will be buoyed by their remarkable fans, and the mosaic adorning Camp Nou’s facade is a powerful reminder of what makes FC Barcelona more than a club.
