Budweiser: POOLBALL by Ogilvy & Mather Buenos Aires for Budweiser

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Budweiser: POOLBALL

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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, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
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.