For Movistar Estudiantes’ 2026/27 season-ticket campaign, Havas Creative Spain transformed the idea of “Indestructibles” into a physical object: a club shield built from ultra-resistant ballistic steel
Madrid, September 10, 2026. Movistar Estudiantes has launched “Indestructibles,” its new season-ticket campaign for 2026/27, created by Havas Creative Spain around a simple truth that has defined the basketball club for almost eight decades: no matter how hard the hit, Estudiantes keeps standing. Across nearly 80 years, the club has lived through relegations, defeats, injuries and difficult periods, while holding on to the identity, values and supporter culture that have shaped it generation after generation. Havas Creative Spain took that resilience and turned it into something tangible.
A SHIELD BUILT TO TAKE THE HIT
At the heart of the campaign is the most recognizable symbol of Movistar Estudiantes: its shield. The agency’s idea was straightforward. If Estudiantes is indestructible, its shield should be too. Havas created a physical version of the club emblem using extremely resistant steel designed for applications requiring high levels of ballistic protection. At 30 millimeters thick, the finished object was engineered to be exceptionally difficult to bend, break or penetrate. The manufacturing process became part of the campaign itself. Steel plates, laser cutting, sparks, welding and assembly gradually reveal the object before its identity is finally shown: the Movistar Estudiantes shield. The Making of film draws a parallel between the strength of the material and the club’s history.
“Almost 80 years of basketball have taught us how to take a hit,” the campaign says, before referencing some of the setbacks Estudiantes has faced over the decades: relegations, defeats, injuries and crises. Yet the club remains standing.
“We wanted ‘Indestructibles’ to be more than a way of talking about Estudiantes. We wanted to prove it. Turning the club’s most important symbol into a physical representation of its resilience made that history something you can actually see, touch and put to the test,” said Félix Carral, Executive Creative Director at Havas Creative Spain.
Because there are things that are not only worn on a jersey. They live in the shield, in the stands, on the court and across every generation that has grown up with Estudiantes. They live in every supporter who has chosen to stay, no matter what. That is what makes the club indestructible.
On September 9, the shield was put to the test at Movistar Academy Magariños, during a live presentation where attendees could discover the thinking behind Indestructibles and see first-hand just how much impact the object could withstand.
The event celebrated almost eight decades of history while turning the campaign’s central idea into something physical: a symbol built to endure, just like the club itself.
CREDITS
Advertiser: Movistar Estudiantes
Product: 2026/27 Season Ticket Campaign
Brand: Movistar Estudiantes
Title: INDESTRUCTIBLES
Media: Video, Digital, Social
Client contacts: José Asensio, Noemí Mira, César Almenar
Creative agency: Havas Creative
Chief Creative Officer: Jesús Rasines
Executive Creative Directors: Félix Carral, José Izaguirre
Creative Directors: Jorge Castro, Javier López
Head of Art: Cadu Bussad
Copywriters: Adrián Pons, Olinda González, Gabriel San Segundo
Art Directors: Elena Casas, Marcos Noguero, Laura González, Eloísa Pérez
Producers: Vanesa San Millán, Sofía Monreal
Business Partner: María Luisa Fernández-Villaverde
Supervisor: Mavi Márquez
Ballistic steel shield construction: Andtonic
Making of: Miguel Muriel
Launch event production: Cargo
Comms & PR: Quique Comms Dpt