The action was followed by a newspaper ad that was published the same Monday after the games and the media had covered the event.Thead worked as an institutional closing and as means of anchoring the message by greeting all the mothers and in particular the mothersof the players.The consequences of the action were huge and the results began to be learned the same Sunday as the game hosts talked aboutQuilmes's initiative and referred to it as a good example of a good idea.Everything continued the following day when the most important mediachannels covered the subject.That's how the message was boosted benefitting from the "expansive wave" that included tv and print coverage.All the buzz, only by printing 22 jerseys with the names of the mothers.

The action was followed by a newspaper ad that was published the same Monday after the games and the media had covered the event.Thead worked as an institutional closing and as means of anchoring the message by greeting all the mothers and in particular the mothersof the players.The consequences of the action were huge and the results began to be learned the same Sunday as the game hosts talked aboutQuilmes's initiative and referred to it as a good example of a good idea.Everything continued the following day when the most important mediachannels covered the subject.That's how the message was boosted benefitting from the "expansive wave" that included tv and print coverage.All the buzz, only by printing 22 jerseys with the names of the mothers. The media solution does not require a different explanation.Quilmes already had a space they had hired a long time ago.Quilmes benefitted from that space obtaining an added value that boosted the power of its brand on the jerseys of thesetwo world famous clubs.That space became an incredible means of communication that obtained huge impact andit was all carried out with a minimum investment.

The Media Department contributed by hiring the space where theidea was executed and purchasing the media where the advertisement thatcommunicated the general idea was published. After 5 years of sponsorship in the jerseys of the two most important Argentine clubs(Boca and River) the presence of the Quilmes logo on the shirts needed to be revitalized.The logo had lost magnitude after so many years andwas perceived as something ordinary,usual.The challenge was to reinstate the importance of being in suchrelevant place and give that importance of being in such relevant place and give that importance back to the brand.The situation required a little more than a simple ad.Mother's Day was the engine we needed to generate high impact.The idea was to tribute the mothers of the players using the space where the problem was located.Following theconcept, the name of each player's mom would be printed replacing the logo on the jerseys using the same typography of the Quilmes logo.That is how , that Sunday, Mother's Day; the Boca and River teams came out to the field to play their games with the name of their mothers printed on their jerseys as a tribute.The eyes went back to a place they hadn't visited in a long time.It wasa great way of saying..Hey,remember Quilmes is still here on the jerseys of River and Boca.

The Media Department contributed by hiring the space where theidea was executed and purchasing the media where the advertisement thatcommunicated the general idea was published.

After 5 years of sponsorship in the jerseys of the two most important Argentine clubs(Boca and River) the presence of the Quilmes logo on the shirts needed to be revitalized.The logo had lost magnitude after so many years andwas perceived as something ordinary,usual.The challenge was to reinstate the importance of being in suchrelevant place and give that importance of being in such relevant place and give that importance back to the brand.The situation required a little more than a simple ad.Mother's Day was the engine we needed to generate high impact.The idea was to tribute the mothers of the players using the space where the problem was located.Following theconcept, the name of each player's mom would be printed replacing the logo on the jerseys using the same typography of the Quilmes logo.That is how , that Sunday, Mother's Day; the Boca and River teams came out to the field to play their games with the name of their mothers printed on their jerseys as a tribute.The eyes went back to a place they hadn't visited in a long time.It wasa great way of saying..Hey,remember Quilmes is still here on the jerseys of River and Boca.

The media solution does not require a different explanation.Quilmes already had a space they had hired a long time ago.Quilmes benefitted from that space obtaining an added value that boosted the power of its brand on the jerseys of thesetwo world famous clubs.That space became an incredible means of communication that obtained huge impact andit was all carried out with a minimum investment.

Fernando Ragni   Marketing Director   Cervecerias QuilmesJorge Mastroisi   Brand Manager   Cervecerias QuilmesAlejandra Lorandi   Gerneral Account Director   Young & RubicamDamian Kepel   General Creative Director   Young & Rubicam