Film > Culture & Context

DIEGO'S FAREWELL

DRAFTLINE, Buenos Aires / QUILMES / 2022

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Write a short summary of what happens in the film

In the film we see a final match between Argentina and Brazil, classic rivals, score1-1. we see how the ball eludes players, as if it had a life of its own. By cut we see that, at a key moment, it deviates and by impulse, it becomes a goal. The film closes with overprinted "If he did what he did on the field, just imagine from heaven", in homage to the first Copa América played without Diego Armando Maradona.The film was released a week prior to the start of the Copa América and had the objective of continuing to set Quilmes as the Argentine brand most linked to the National Team. That is why, we decided to pay tribute to the most iconic Argentine Soccer player in history, Diego Armando Maradona, this being the first Cup without D10S (GOD) on Earth. This is pure emotion and energy shared on soccer.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Quilmes has been the Argentine beer leading brand for 130 years. It is the beer that represents the values ??of Argentines and goes with the greatest passions such as music and soccer.

If one were to ask 10 different people about Quilmes and the National Fútbol Team, the answer would be overwhelming. Quilmes is a historic, if not the historic Official National Team Sponsor. There are countless campaigns commonly recognized that support this. Quilmes archive stacks World Cups, Copa Américas, local championships, historic team shirts, celebrations, and bitter losses. What remains in the collective unconscious is the strong relationship between Quilmes, the iconic football brand, and our National Team. Due to several reasons, and after 20 years, the brand's legal contract finished. And it was only the legal contract because our commitment to the team doesn't need any contract.

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