The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

Quilmes coincidencies world cup

Agency draftLine BUE / Buenos Aires + AB InBev + ARGENTINACINE

Client Quilmes


Integrated Campaign

Annual ID


About the Work

Argentinians are so crazy that, for them, faith prevails over reason. We found out that there were a lot of coincidences between the last time Argentina won a world cup and 2022, and since we are the most Argentinian beer brand, we were convinced that the final World Cup result was written long before it even began. So, we made a whole campaign out of it. We launched an ad linking similarities between the 1986 world cup, won by Argentina, and Qatar 2022. We even forced some coincidences, like releasing a remake of a 1986 hit record. People went crazy, and the whole world started looking for more coincidences. Finally, our faith turned into a real fact, and we celebrated with a new spot, which was filmed several months before the world cup had even begun.

2023 Awards

Total Points: 3



Internal / In-House Agency

draftLine BUE / buenos aires

Client / Brand

Ab Inbev

Production Company


Chief Creative Officer

Diego Gueler Montero

Director of Photography

Luciano Badaracco

Executive Creative Director

Darío Ventura

Executive Producer

Diego Gonzalez

Brand analyst

Victoria Ramadori

Brand execution

Chiara Guillemi

Brand manager

Alfredo “Pepe” Sayús
Daniela Fux

General Producer

Nano Tidone


Mayra Brulc

Head of Operations

Agustina Vadori

Head of PMS

Agustina Simone

Head Of Production

Sebastián Torrella Reinoso

Head of strategy

Manolo Jofré

Managing director

Guido Lofiego

Marketing VP

Eugenio “Cucú” Raffo


Lucila Peydro

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