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Category
Television & VOD / Long Form - Single
Annual ID
OS22_FI052M
About the Work
Quilmes, the iconic argentinean beer brand sponsored Copa America, a cup taking place after 2 years of COVID, affected by several conflicts, but above all, the first cup without the argentine fan Diego Armando Maradona.
In this campaign we aimed to reach a whole country, to be the argentine brand that supports the National Football Team since forever and, above all, to tribute argentine football. Our main work in this campaign was a commercial that connected people with those things in football that can’t be explained rationally. Those plays that take place and we don’t know how, or why, those plays that have mysticism.
In our commercial we created plays where the ball somehow came to life, dribbled alone unexpectedly, or turned and made its way into the rival goal after a free kick, scoring an incredible goal. That goal celebration revealed our tribute to the greatest: “If he did what he did in the field, imagine from heaven”.
The strategy in the campaign launch was around a key date. Following the objectives of owning the Cup and being the argentine beer brand sponsoring the National Team, we anticipated the beginning of the Cup and launched the campaign one week earlier. This way, we reconfirmed that Quilmes is the National Team sponsor, always.
2022 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
DraftLine / Buenos Aires
Client / Brand
AB InBev / Buenos Aires
Art Director
Alvaro Lopez Valencia
Copywriter
Santiago Gonzalez Llanos
Creative Director
Darío Ventura
Executive Creative Director
Diego Gueler Montero
Producer
Carolina Cantini
Strategist
Joy Giangualano
Managing Director
Guido Lofiego
Project Manager
Sofía Valenzuela
Strategy Director
Alfredo Sayus
Brand Manager
Pablo Carnelli
Brand Digital Manager
Chiara Guillemi
Brand Director
Gianina Galanti Podesta
CM
Nicolas Bruno
Marketing VP
Paula Marconi
Operations Head
Agustina Vadori
Sponsorships & Experiences Manager
Alvaro Figueroa Alcorta
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