Victoria is the first Mexican beer, born in 1865. Since then, it has been a reference to ignite Mexico’s culture so Mexicans can feel proud about being who they are.

The elimination of Mexico during the 2018 FIFA World Cup in Russia was a great discouragement for all Mexicans. The country’s spirit was on the ground and everyone lost hope on the national champions, the soccer players.

During that period, the entire conversation on social networks presented a negative picture and the entire country was devastated.

To change this national feeling, Victoria wanted to do something about it by reigniting Mexico’s pride.

With The Other National Team "Race of Bronze" we showed that they are a lot of Mexican champions putting up high the name of their country.

We identify these champions and gave them a voice to show the whole country that Mexicans can be number one worldwide champions in plenty other disciplines, forgetting about the 11 soccer team players. We seek to recognize and support their talent so they can inspire other Mexicans reigniting their pride.

With this motive, film ads of Victoria with some examples were presented showing up the inspiring story of each champion.

The Other National Team "Race of Bronze" was born from a deep analysis by social listening in which we realized that there were a group of Mexicans who excel in other disciplines, was out there, but no one was talking about them.

These Mexicans, who although they were not champions in soccer, were number 1 in other disciplines such as: social activism, freestyle rap, engineering, rarámuri races, surfing, paralimpic athletics and international female soccer.

So we looked for these champions, gave them a voice and turned them into spokespersons for the brand.

Victoria made them the image of their campaign, in order to inspire and motivate other Mexicans.

The Other National Team "Race of Bronze" took place on Social Media, right after the FIFA World cup ended at the end of July. We initiated the communication with our new spokepersons. Every week, we launched different film adds with a champion that represented a different discipline, bringing out their achievements and telling their story.

At the end of August, the digital campaign ended, but Victoria continued making efforts related to ignite Mexican pride through different actions such as the launching of a commemorative can and an activation to celebrate the day of the race in Mexico.

With the results of this campaign we realized Mexicans started believing in themselves and were inspired by positive state of mind:

- We got over 200,000 shares

- More tan 20,000,000 views

- 40,000 mentions

- We reach 98% positive sentiment all over the Country

- $ 108,145 thousand dollars earn media