Quilmes is the most recognized beer brand in Argentina, and was sponsor of the National Team for 20 years, but not anymore. We needed a bold campaign, so we made a commercial about the Coincidences between the 86' world cup won by argentina, and Qatar 2022.

We had a great challenge: to make a World Cup campaign that lived up to the expectations of all Argentines who have been waiting for the Quilmes commercial for 4 years.

And not only that, but we also had to take it to our cans, at national level, so that it would be the meeting point with our consumers at the time of consumption. We proposed that every adult in the country, watch every world cup game with a Quilmes' coincidences can in their hands.

In Argentina football is religion. And the world cup is the most expected global event for argentinians. Quilmes, as the most recognized beer brand of the country and former sponsor of the National team, needed to hack the conversation, before, during and after the world cup. The bet was made. We did a triumphalism campaign in a country that believe in jinx, and we said that we found a lot of coincidences that indicated that we were to be world champions. That the result was written long ago, and we even made another commercial celebrating it. Luckily, we were right.

Can, front:

Limited edition

Quilmes.

There are Coincidences.

There is a team.

Beer. Made in Argentina.

Can, back:

Legal:

Beer. Alcohol 4,9% Vol.

Ingredients: Water, barley malt, corn, hops. Cervecería y maltería Quilmes.

Any similarity with the situations illustrated on the cans is purely coincidence.

In the design, a parallelism was created between both World Cup years, in a kind of symmetry where the elements on one side and the other are repeated, marking each coincidence. It also seemed important to us that all these matches were framed in the most relevant space for a World Cup: the stadium, the stage where everything was played. This also allowed us to bring to the can some of the most important characters in the entire World Cup: the fans, who were the first to start finding coincidences between the World Cups. Each person who had a Quilmes in their hand could feel a little part of that same can.