ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Art Direction - Direct / Series
Annual ID
ADC_ADV21_015S
About the Work
CONTEXT:
In July 2019, AB InBev’s Budweiser announced a multi-year partnership with the UK’s Premier League and Spain’s LaLiga, a deal spanning five continents and more than 20 countries around the world. We were tasked by Budweiser to communicate the essence of this new deal.
Throughout its history, beer brands such as Heineken or Carlsberg have dominated European sponsorship of football, so we wanted to introduce Budweiser in a way that was meaningful for both the brand and the people. To do this, we dug deep and found Budweiser had been there all along.
IDEA:
After analyzing data from over 4,000 of the most well-known goals in The Premier League and LaLiga’s history, we found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, ‘Goals Of Kings’ was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before.
12 of the formations have been immortalized in a book that sits at the heart of the sponsorship. Each sequence has been beautifully crafted using different art direction and copy techniques. Superstar and former Aston Villa player, Juan Pablo Angel, who also has a formation featured in the book, launched the campaign in December 2019 with several important sports journalists. The book was present in several sports shows and the campaign aired on TV, digital, radio, outdoor and print.
RESULTS:
- The campaign ran through different media such as TV, Digital, Outdoor, Print, and a Direct Mail (the book), and had more than 7.8 MM USD in earned media.
- The campaign had more than 24 MM impressions.
- 5 of the superstars of the leagues had comments about it, including Juan Pablo Angel, former player of the Aston Villa (and scorer of one of the goals of the campaign).
In July 2019, AB InBev’s Budweiser announced a multi-year partnership with the UK’s Premier League and Spain’s LaLiga, a deal spanning five continents and more than 20 countries around the world. We were tasked by Budweiser to communicate the essence of this new deal.
Throughout its history, beer brands such as Heineken or Carlsberg have dominated European sponsorship of football, so we wanted to introduce Budweiser in a way that was meaningful for both the brand and the people. To do this, we dug deep and found Budweiser had been there all along.
IDEA:
After analyzing data from over 4,000 of the most well-known goals in The Premier League and LaLiga’s history, we found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, ‘Goals Of Kings’ was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before.
12 of the formations have been immortalized in a book that sits at the heart of the sponsorship. Each sequence has been beautifully crafted using different art direction and copy techniques. Superstar and former Aston Villa player, Juan Pablo Angel, who also has a formation featured in the book, launched the campaign in December 2019 with several important sports journalists. The book was present in several sports shows and the campaign aired on TV, digital, radio, outdoor and print.
RESULTS:
- The campaign ran through different media such as TV, Digital, Outdoor, Print, and a Direct Mail (the book), and had more than 7.8 MM USD in earned media.
- The campaign had more than 24 MM impressions.
- 5 of the superstars of the leagues had comments about it, including Juan Pablo Angel, former player of the Aston Villa (and scorer of one of the goals of the campaign).
2021 Awards
Total Points: 21
Silver Cube
Credits
Agency
MullenLowe SSP3 / Bogotá
Art Director
Adrián Bravo
Andrés Torres
Byron Poveda
Camilo Londoño
Guillermo Siachoque
Juan Sebastián Moreno
Chief Creative Officer
Carlos Andrés Rodríguez
Creative Director
Guillermo Siachoque
Juan David Arboleda
Producer
Diego Cano
Diego Aguilera
Account Executive
Andrés Granados
Brand Lead ABI
Santiago Mendoza
Business owner draftline
Sarah Romero
Chief Executive Officer
Francisco Samper
Chief Information Officer
Camilo Plazas
Chief Operating Officer
Juan Pablo García
Global Brands Communications & PR Lead
Juanita Rodriguez
Global Brands Manager
Ana Maria Rodriguez
Laura Vallecilla
Marketing Vice President
Thor Borresen
Production Director
José Vicente Altamar
Project Manager
Sebastián Salazar
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