The One Show
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Category
Integrated Campaign
Annual ID
OS23_IG031M
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
Merit
Credits
Internal / In-House Agency
draftLine BUE / buenos aires
Client / Brand
Ab Inbev
Production Company
argentinacine
Chief Creative Officer
Diego Gueler Montero
Director of Photography
Luciano Badaracco
Executive Creative Director
Darío Ventura
Executive Producer
Diego Gonzalez
Producer
Lola Winer
Germán Escande
Strategist
Joy Giangualano
Nicolas Bruno
Nicolás Prosen
Brand analyst
Victoria Ramadori
Brand execution
Chiara Guillemi
Brand manager
Alfredo “Pepe” Sayús
Daniela Fux
General Producer
Nano Tidone
HEAD OF ART
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
PM
Lucila Peydro
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