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 - Print & Promotional

Jersey Pay

Agency VMLY&R Commerce Mexico / Mexico City

Client AB InBev / Corona

Category

Physical Products & Apparel

Annual ID

OS23_PT021B

About the Work

There are many deficiencies in the shopping experience in the stadiums of Mexico. One of them is the insecurity that fans are exposed to. The math is simple, crowded places equal pickpocketing. As a result, football fans must take measures to avoid getting robbed, which includes not bringing cellphones or wallets to the stadiums, just a few bucks, and the most valuable thing a fan has: their team jersey. On the other hand, payment methods at the stadiums limit fans from fully enjoying the experience of watching a match of their favorite club. Corona has been affected by its beer volume sales. So the brief was to find a way to solve the problems involving a large volume that was rapidly escaping. Considering that the average attendance of each match is 50K people, this solution should position Corona in the center of the equation to effectively solve this problem. The brief was to solve their biggest problem; beer volume sales. Paired with that, there has been a consistent rise of pickpocketing at many stadiums across Latin America. Fans are leaving their wallets and mobiles behind, impacting sales. Considering the average attendance of each match is ~50K, the solution should position Corona at the center of the equation to effectively solve this problem. Our biggest solve was challenging the existing stadium infrastructure to embrace new technology. So we created and piloted a new payment ecosystem between Modelorama and the PoS Terminals within the largest stadium in Mexico for the year's most anticipated game; America vs. Cruz Azul. We reached 30,000 people who installed Jersey Pay within our first week of activity & +35% In-Stadium Sales Volume

2023 Awards

Total Points: 9

Credits

Agency

VMLY&R Commerce Mexico / Mexico City

Art Director

Octavio Guerrero

Copywriter

Antonio Laget

Chief Creative Officer

Debbi Vandeven

Cinematographer

Pablo Cavia
Santiago Azuela

Creative Director

Daniel Martinez

Director

Nea Serrano

Editor

Jorge Romero

Group Creative Director

Oswaldo Sa

Account Executive

Ines Sologuren

Chief Executive Officer

Santiago Cortes

Global Chief Creative Officer

Manuel Borde

Planner

Montserrat Resendes

Strategy Director

Juan Pablo Buffa

Global Creative Coordinator

David Cofrancesco
Philip Nash

Motion & Graphic Designer

Dariel Bogota
Jonhatan Bolivar
Lucas Pimenta

Planning director

Karen Guevara

Post-producer

Alicia Ortega

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