Budweiser Design & Branding POOLBALL by Ogilvy & Mather Buenos Aires


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Industry Beers and Ciders
Media Design & Branding
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Director Viviano Romero
Executive Creative Director Gaston Bigio
Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Tomás Lavagno
Copywriter Federico Frágola
Released February 2011

Credits & Description

Category: Hospitality/Leisure
Product/Service: BUDWEISER
Date of First Appearance: Feb 23 2011
Entrant Company: OGILVY ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Gaston Bigio (Ogilvy Argentina)
Head of Art: Jonathan Gurvit (Ogilvy Argentina)
Creative Director: Javier Mentasti (Ogilvy Argentina)
Creative Director: Maximiliano Maddalena (Ogilvy Argentina)
Copywriter: Federico Fragola (Ogilvy Argentina)
Art Director: Tomas Lavagno (Ogilvy Argentina)
General Manager: German Yunes (Ogilvy Argentina)
Managing Director: Diego Raspo (Ogilvy Argentina)
Production Director: Valeria Pinto (Ogilvy Argentina)
Agency Producer: Federico Faralla (Ogilvy Argentina)
Agency Producer: Gaston Sueiro (Ogilvy Argentina)
BTL Production Director: Jose Cardelli (Ogilvy Argentina)
BTL Producer: Guillermo Astobiza (Ogilvy Argentina)
Director: Viviano Romero (Awards Cine)
Executive Producer: Guadalupe Gallardo (Awards Cine)
Media placement: The biggest pool table ever - Pubs and bars in BA - 23 febrero 2011

Describe the brief from the client
Men love playing football and going out at night. But when they party all night they can't play football seriously.
Budweiser, the brand historically linked to football and nightlife, wanted to bring these two opposite passions of men together.

Describe the challenges and key objectives
We designed the very first 7 x 3 meter long pool table.
This new concept brought to life a new sport: Poolball.
A new sport for all men to feel they can actually have it all for the very first time in history: Football, nightlife, beer and women.

Describe how you arrived at the final design
We designed the very first 7 x 3 meter long pool table. A special design that included a Budweiser stacked fridge, 6 goal pockets and 16 redesigned #3 football balls.

Give some indication of how successful the outcome was in the market
-The biggest pool table ever, 7 x 3 meters long.
-Over 280 players every night.
-ESPN & FOX Sports live broadcast.
-The # 1 specialized sport media of Argentina, El Gráfico & Ole, covered Poolball immediately.
-ESPN asked to use the poolball table all the year long, adopting Poolball as the new sport of the channel.