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2022 One Show - Film

Diego's Farewell

Agency draftLine / Buenos Aires + AB InBev / Buenos Aires

Client AB InBev / Quilmes

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

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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