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Creative Award
Paris, France
Budweiser - "REBRAND THE GAME (Hero 1)" by PHNX Awards 2020

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TitleREBRAND THE GAME (Hero 1)
Agency
Campaign Rebrand the game
Advertiser AB Inbev
Brand Budweiser
Date of First Broadcast/Publication 2019 / 7
Product Beer
Business Sector Beers, Ciders, Lagers
Story CONTEXT: In July 2019, AB InBev’s Budweiser announced a multi-year partnership with the UK’s Premier League and Spain’s LaLiga, a deal spanning five continents and more than 20 countries around the world. We were tasked by Budweiser to communicate the essence of this new deal. Throughout its history, beer brands such as Heineken or Carlsberg have dominated European sponsorship of football, so we wanted to introduce Budweiser in a way that was meaningful for both the brand and the people. To do this, we dug deep and found Budweiser had been there all along. IDEA: After analyzing data from over 4,000 of the most well-known goals in The Premier League and LaLiga’s history, we found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, ‘Goals Of Kings’ was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before. 12 of the formations have been immortalized in a book that sits at the heart of the sponsorship. Each sequence has been beautifully crafted using different art direction and copy techniques. Superstar and former Aston Villa player, Juan Pablo Angel, who also has a formation featured in the book, launched the campaign in December 2019 with several important sports journalists. The book was present in several sports shows and the campaign aired on TV, digital, radio, outdoor and print. RESULTS: - The campaign ran through different media such as TV, Digital, Outdoor, Print, and a Direct Mail (the book), and had more than 7.8 MM USD in earned media. - The campaign had more than 24 MM impressions. - 5 of the superstars of the leagues had comments about it, including Juan Pablo Angel, former player of the Aston Villa (and scorer of one of the goals of the campaign). - More than 4000 goals were analyzed by our algorithm, both from Premier League and Spanish LaLiga. - 12 of the goals were immortalized in a book that travelled across 36 different Sports Media/Programs in Latin America.
Media Type Print
GLOBAL CCO José Miguel Sokoloff
CEO Francisco Samper
CCO Carlos Andrés Rodríguez
COO Juan Pablo García
CIO Camilo Plazas
CREATIVE DIRECTORS Juan David Arboleda, Guillermo Siachoque
ART DIRECTORS Byron Poveda, Guillermo Siachoque, Juan Sebastián Moreno, Camilo Londoño, Andrés Torres, Adrián Bravo.
COPYWRITERS Alejandro Chávez, Miguel Angel Gomez, Carlos Andrés Rodríguez.
PRODUCTION DIRECTOR José Vicente Altamar
AGENCY PRODUCER Diego Aguilera / Diego Cano
EDITOR Ivan Villacob / Jonathan Bolívar
PROJECT MANAGER Sebastián Salazar
ACCOUNT EXECUTIVE Andrés Granados
TECHNICAL DEVELOPMENT MullenLowe Profero Colombia / Draftline Colombia
ABInBev MARKETING VICE PRESIDENT Thor Borresen
BUDWEISER BRAND LEAD ABI Santiago Mendoza
GLOBAL BRANDS MANAGERS ABI Ana María Rodríguez, Laura Vallecilla
GLOBAL BRANDS COMMUNICATIONS & PR LEAD Juanita Rodríguez
BUSINESS OWNER DRAFTLINE Sarah Romero
PRODUCTION COMPANY Pivote / Diptongo
FILM DIRECTOR Ricardo Rodríguez
PRODUCER Fausto Tapias