The spot sees Argentinians discussing the supposed similarities between previous World Cups when it won, like the 1986 World Cup (when it famously won with Diego Maradona), and the 2022 World Cup in Qatar, when it fancied its chances with Lionel Messi.For instance, the 12pm time of the cup final was the same, in both years Canada qualified and Chile did not, both Christmases before the World Cup it rained in Buenos Aires (and so forth). And of course, in both years, Argentina had the best player.

Argentina is going through a very deep socioeconomic crisis. Inflation is 100%, social mood is at rock bottom and society is divided into rich and poor. In this context, soccer is the only thing capable of giving Argentines happiness, joy and unity. Argentines needed something to believe in. So the "Coincidencias" campaign appears, which is nourished by magical thinking and faith in the team. And Quilmes, as the perfect vehicle for this message, since in a world where people pay not to see advertising, they anxiously await the Quilmes World Cup campaign.

The brief was to take over the conversation about the World Cup and boost Argentina's euphoria by turning to Faith.

The main objective was to continue being the Argentine brand most associated with our Argentine soccer in every corner of the country.

+50M Impressions

98% positive sentiment

+$4M USD Earn media

+20% sales increase