Budweiser: POOLBALL by Ogilvy & Mather Buenos Aires for Budweiser

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Industry Beers and Ciders
Media Direct marketing
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Director Viviano Romero
Executive Creative Director Gaston Bigio
Creative Director Javier Mentasti - Christian Cameán, Ignacio Ferioli - Maximiliano Maddalena
Art Director Tomás Lavagno
Copywriter Federico Frágola
Producer Guillermo Astobiza
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Ambient Media (Large Scale) Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Title: POOLBALL
Advertiser/Client: COMPAÑIA INDUSTRIAL CERVECERA
Product/Service: BUDWEISER
Entrant Company: OGILVY ARGENTINA Buenos Aires, ARGENTINA
DM/Advertising Agency: OGILVY ARGENTINA Buenos Aires, ARGENTINA

Executive Creative Director: Gaston Bigio
Head of Art: Jonathan Gurvit
Creative Director: Javier Mentasti
Creative Director: Maximiliano Maddalena
Copywriter: Federico Fragola
Art Director: Tomas Lavagno
General Manager: German Yunes
Managing Director: Diego Raspo
Production Director: Valeria Pinto
Agency Producer: Federico Faralla
Agency Producer: Gaston Sueiro
Production Director: Jose Cardelli
Producer: Guillermo Astobiza
Director: Viviano Romero
Executive Producer: Guadalupe Gallardo

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 night-life, wanted to bring these two opposite passions of men together.
Creative Execution:
We created a new sport: Poolball.
And located 7 by 3 meter long pool tables in bars across Buenos Aires for men to experience directly they can actually have it all for the very first time in history: Football, night-life, beers and women.
Describe the creative solution to the brief/objective.
The TV broadcast featured a Budweiser website sponsorship.
Describe the results in as much detail as possible.
-Over 280 players every night.
-ESPN & FOX Sports live broadcast.
-The # 1 specialized sport newspaper journals 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.

The Direct marketing titled Budweiser: POOLBALL was done by Ogilvy & Mather Buenos Aires advertising agency for Budweiser in Argentina. It was released in Jun 2011.