Cannes Lions

Everybody’s red / El rojo de todos.

McCANN LIMA / AB INBEV PERÚ / 2019

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Overview

Entries

Credits

Overview

Background

When the Peruvian soccer team made a return to the World Cup after 36 years, practically every single brand invested in big money TV commercials.

But what can we do to stand out in such a saturated environment?

Idea

Cristal, Peru’s leading beer brand decided not to focus on the players or the team

but instead in all the Peruvians who always been there, providing unconditionally belief and support. And for this reason, for the first time in history, Cristal created a jersey for the fans.

Strategy

Thanks to a partnership with Umbro, we made the only jersey designed exclusively for fans,

and for the color we went on a journey through the entire country, collecting thousand of drops of blood.

Because believe it or not, everyone has a slightly different shade of red running on their veins.

We used them to make a pallet featuring all of our unique shades of red. A pallet that set us apart of any other country.

This unique pallet brings color to our jersey that people could have with our promotion.

Execution

This campaign was divided into four stages:

1) Intrigue:

We launched short videos to generate intrigue and controversy around the different shirts that the team had had over time, showing that our red was not unique and has varied many times.

2) Release:

Through a Branded Content in our different digital platforms, we evidence

that there was a need to find a unique red that will represent courage,

push and that this should give color to the official jersey of the fans.

3) Collection:

The Physical Collection: We call all Peruvians to be part of this

brand experience. We collect a drop of blood through a module that

We activate in the main shopping centers of the main cities of the country.

Outcome

•It had such a big impact, that it even made it into the world of video games.

•Without any money involved, El rojo de todos organically became the official jersey of the Peruvian national team for the World Cup

•And the most significant campaign by a Peruvian brand during the competition.

•Free publicity US$ 510,000

Total investment US$ 119,000

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