The archive · PR & Stunts · Marketing decision · 2023–2024
Real Betis launches a green-and-white pregnancy test for fans 'born, not made'
Real Betis fans are 'born, not made', so the club made a pregnancy test whose positive stripes are green and white — a new fan's first colors.
Real Betis Football Club
What it had to solve
In Seville, football identity is decided at birth: you are born either red-and-white for Sevilla FC or green-and-white for Real Betis, and Betis supporters say fans are 'born, not made'. For the club's yearly membership campaign, someone noticed that the stripes on a pregnancy test — the object that marks a new life — are red and white, the colors of the eternal rival.
How it works
Seville football identity is a birthright: you are born either red-and-white for Sevilla FC or green-and-white for Real Betis, and Betis supporters are said to be born, not made. For its yearly membership campaign the club set out to make that claim concrete.
The insight was the pregnancy test: the first colors a new life shows are red and white, exactly the colors of the eternal rival. Real Betis created what it described as the first and only pregnancy test whose stripes are green and white, so the moment a new Betis fan is announced to the world happens in club colors.
The test carried the membership campaign: a positive result was the proof that the club's newest member was born, not made, and the object itself became the message. The work entered D&AD's awards archive and won a Wood Pencil in the PR category.
Why it lands
- The idea starts from a true cultural premise — Seville fans are born into a color — and finds the one object that literally marks birth.
- The pregnancy test is the message: no copy was needed to explain that a new Betis fan had arrived in green and white.
- Making a real product rather than a stunt image let fans hold the proof of belonging in their hands.
- Tying the object to the yearly membership drive gave it a job beyond the moment of novelty.
What it did
The test turned the club's founding myth into a physical proof point — a positive result literally arrives in club colors — giving the membership campaign an object fans could hold onto. D&AD recognized the work with a Wood Pencil in its PR category in 2024.
What you can take
Take the founding myth literally: recolor the object that marks the moment — here, a pregnancy test — in club stripes, and a membership slogan becomes a physical keepsake.
Since then
The green-and-white test became the proof point of Real Betis' membership campaign, giving fans a keepsake that connected club colors to the arrival of a child. The campaign went on to be recognized internationally — D&AD awarded it a Wood Pencil in the PR category — and the work remains in D&AD's awards archive with its film.
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