Movistar Estudiantes & Havas Creative Spain Turn Eight Decades of Resilience into an Indestructible Shield

Sep. 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 80myears, 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.

Felix Carral, Executive Creative Director at Havas Creative Spain said:

"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."

 

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.