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Category
Experiential / Hybrid Events
Annual ID
OS25_BE056M
Background
Cerveza Águila has been a proud sponsor of the Colombian National Team since the 1980s. However, after the team's absence from the 2022 World Cup following two consecutive appearances, fan interest significantly declined, resulting in the lowest-ever TV ratings for national team matches, hitting just 5.7 points. This decline highlighted the need for innovative strategies to reignite excitement and engagement with the national team among fans and viewers.
Creative Idea
We strategically combined two beloved Colombian passions—betting and national pride—to introduce the ANTHEM LOTTERY in partnership with the Colombian Football Federation. This innovative game within the game invited fans to predict the precise order in which players would line up from left to right during the anthem. By participating, fans had the chance to become "Beer-llionaires". The initiative successfully deepened fan engagement and strengthened the bond between fans, football, and Águila beer.
Insights & Strategy
To strategically reignite passion for the Colombian National Team and enhance the game-watching experience with Águila beer, we introduced a groundbreaking concept: the Anthem Lottery. Going beyond mere football fandom, we launched a game within the game, inviting fans to predict the lineup during the anthem for each qualifier match. This innovative approach captivated fans from the start, ensuring engagement from kickoff. Participation in the lottery was linked to beer purchases, offering fans the chance to win up to 1000 million in beer. This initiative generated millions of new reasons to rally behind the national team boosting audiences and business results.
Execution
We partnered with the Colombian Football Federation to launch the Anthem Lottery, mixing Colombians' love for betting with the least-watched moment of matches—the anthems. Fans were invited to watch Colombia's matches and predict the players' random lineup before the game. If you guessed the right orders you had the chance to win a staggering prize, an impressive 1 billion pesos worth of beer and become the countrie´s first “beer-llionaire”. The jackpot increased game after game if no one guessed the lineup. Our media ecosystem directed people to our website to place bets, offering the first one free and additional betting opportunities through promo codes from TaDa purchases.
Results
ANTHEM LOTTERY was a resounding success with consumers, revitalizing their connection with the National Team and Águila. Quantifiable results highlighted its impact, demonstrating how the initiative not only captured attention but also significantly boosted business performance.
+80% share of voice in the football territory
+3 million USD in free press
+136% vs. KPI
+70% share of voice in organic media
+36 million organic reach: / +360% vs. annual average
Top 1 - Brand Association with the National Team
Águila 48% / Adidas 39% / BetPlay 24% / Bancolombia 19% / Movistar 15% / Sodimac 15%
Business Results:
+9.5% (NR) total brand sales vs. 2023
+56% sales of returnable bottle SKU: vs. KPI (Tadá)
+2% share of market vs. 2024
+163% web registrations vs. KPI
+80% share of voice in the football territory
+3 million USD in free press
+136% vs. KPI
+70% share of voice in organic media
+36 million organic reach: / +360% vs. annual average
Top 1 - Brand Association with the National Team
Águila 48% / Adidas 39% / BetPlay 24% / Bancolombia 19% / Movistar 15% / Sodimac 15%
Business Results:
+9.5% (NR) total brand sales vs. 2023
+56% sales of returnable bottle SKU: vs. KPI (Tadá)
+2% share of market vs. 2024
+163% web registrations vs. KPI
2025 Awards
Total Points: 3
Merit
Credits
Agency
DAVID / Bogotá
Client / Brand
AB inBev / Bogotá
Associate Creative Director
Jonnathan Rodríguez López
Chief Creative Officer
Carlos Camacho
Chief Marketing Officer
Diego Pomareda
Copywriter
Nicolás Téllez
Global Chief Creative Officer
Pancho Cassis
Motion Designer
Juan David Rivadeneira
Product Manager
Natalia Aguirre
Business Supervisor
Krizia Brühl
Insights
Yaneth Bolaños
Managing Director
Juan Pablo García
Planner
Carmen De Ureña
VP Marketing
Alvaro de Luna
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