There are many voices that are asking Rafa Nadal to retire, every time he has an injury, all Social Media explodes with negative comments. As a main sponsor of Rafa Nadal, Amstel Ultra wanted to support him the same way he supports us. And given the fact that many Mexicans watch tennis while drinking beer, we wanted to bring back the sweet memories he gave us with a special edition series of cans, replicating the 22 grand slam match points of his career.

As we Mexicans love to watch sports while drinking beer, we wanted to support Rafa Nadal after his last injury by reminding people of the sweet moments he made us all enjoy. We analysed every Rafa Nadal’s Grand Slam match point, replicated the movements and placed them on a special edition can series (30+ Million) that got sold in a matter of hours.

Rafa Nadal faces lots of hate every time he has an injury, most of them claiming he should retire. Most Mexican tennis fans watch their favorite sport while drinking beer. So we wanted to reinforce the link between Rafa Nadal and Amstel Ultra by making people remember those moments we all enjoyed thanks to him.

As the last time he left the court due to an injury, the hate wave was the biggest of them all, Amstel Ultra seized the opportunity and stood beside him.

And the only way possible to make it was through collecting, analyzing and re-interpreting data to create stunning cans that standout on an oversaturated market.

By using TV broadcast footage, we wanted to trace all the ball movements and impact areas. As we were missing the ideal angle, the zenithal one, we vectorized the tennis courts in order to get the real proportions on AutoCad.

A frame by frame analysis let us establish the starting point, and a slow motion movement until the next one. Once the whole composition was finished, we set both movements (the real action and our re-creation) side by side using AI to be sure that they matched at every inch.

Then we developed a software to communicate with the Dobot Magician arm bot and introduced all the data.

The special edition can series ran out of stock in a matter of hours.

More than 30+ Million cans were sold.

The success was so big that in a few minutes there were people already selling the cans for 10+ their price on second hand online stores.

Reach: 44,650,340

Engagement: 55,393,514

Impact: 558,040,632

Quality of Experience: 94% of Positive Sentiment Score in Digital.

Apart from being the most successful campaign in the brand's history, we managed to strengthen the link between Amstel Ultra and Rafa Nadal, and also change the conversation topic around him, from “retire” to “Favorite”.