Argentinians are very superstitious. They believe in horoscopes, magic, shamans and in Diego Armando Maradona. They are convinced that he had something to do with our victory in the World Cup, so we wanted to thank him during the celebration in Buenos Aires.

Thousands of brands paid millions to be on all the signs and billboards of the city, so in order to make some noise, we needed to innovate.

The objective was to capture people's attention and stand out among a sea of ​​brands, taking advantage of the fact that the whole world was watching the celebration of Argentina.

The target audience was all +18 argentinians all over the world, the press, influencers, celebrities and of course, Diego Maradona.

We spent almost nothing making a giant flag and we hacked all the press, drones and cameras that were broadcasting the celebration. Then, in case someone had not seen it, we turned it into print, billboards and we posted it on social media.

This way, a message for one person ended up being seen by millions.

On December 18th, Argentina won the World Cup, and as soon as the match ended, everyone gathered in the center of the city. We had to be there, so we made a giant flag in record time and delivered it to the people who were celebrating.

Everyone who was there saw it. But not only that, all the TV channels from all over the world that were broadcasting the celebration caught the flag with their cameras, making us appear on millions of televisions. People uploaded images of the celebration to their social media and we appeared there too.

Then, in case someone hadn't seen it, we took a photo of the flag among the people and turned it into print, billboard and published it on our social media with a message: “To: God, From: Quilmes”

We gained the conversation after the World Cup. ​Quilmes is the one that best capitalizes on the World Cup moment in terms of predisposition and association with the national team even without being sponsor. And was the brand with the best growth in love and meet needs, and the only one to advance in Meaningful among the Core companies.

This idea contributed to the 20% sales increase (vs benchmark Q4) and we positioned ourselves in first place in the brand power ranking.

*Quilmes BG Q4-2022​ by KANTAR