LIVE EXPLOSIONS by Euro Rscg Gurisa Montevideo for Pilsen

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LIVE EXPLOSIONS

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Industry Beers and Ciders, Business equipment & services, Corporate Image
Media Film
Market Uruguay
Agency Euro Rscg Gurisa Montevideo
Creative Director Mauro Ferraro - Marco Caltieri - Juan Marindia
Creative Marcelo Waintraub, Sebastián Orlando
Producer Mariana Bayce
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Screens Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Screens
Advertiser: FABRICAS NACIONALES DE CERVEZA (AB IMBEV)
Product/Service: PILSEN SOCCER SPONSORSHIP
Agency: EURO RSCG GURISA Montevideo, URUGUAY
Advertiser FABRICAS NACIONALES DE CERVEZA (AB IMBEV)
Product PILSEN SOCCER SPONSORSHIP
Entrant EURO RSCG GURISA Montevideo, URUGUAY
Type of Entry: Use of Media
Category: Best Use of Screens
Title: LIVE EXPLOSIONS
Advertiser/Client: FABRICAS NACIONALES DE CERVEZA (AB IMBEV)
Product/Service: PILSEN SOCCER SPONSORSHIP
Entrant Company: EURO RSCG GURISA Montevideo, URUGUAY
DM/Advertising Agency: EURO RSCG GURISA Montevideo, URUGUAY
Media Agency: IGNIS Montevideo, URUGUAY
General Creative Director: Claudio Invernizzi (Euro RSCG Gurisa)
Creative Director: Marcelo Waintraub (Euro RSCG Gurisa)
Creative Director: Mauro Ferraro (Euro RSCG Gurisa)
Creative: Sebastián Orlando (Euro RSCG Gurisa)
Creative: Marcelo Waintraub (Euro RSCG Gurisa)
Producer: Mariana Bayce (Euro RSCG Gurisa)
Account Director: Paulina Rodríguez (Euro RSCG Gurisa)
Account Excecutive: Jimena García (Euro RSCG Gurisa)
Production House: Alejandro Damiani (Murdoc)

Results

Increase the TOM from 37% to 55% brand preference growth.

Creative Execution

The strategy:
To develop a high-impact commercial and to connect the brand with the main sports journalists in the country. Channels used TV and sports programs


The challenge:
Soccer World cup 2010 was a milestone in the very rich Uruguayan soccer history.
It revived the love, the passion, the pride and the respect for the Uruguayan soccer team. Pilsen was part of this, supporting the team for the last ten years, since soccer is a fundamental pillar and an experience platform for the brand.
The challenge was to create a campaign that talks about our values, our essence and increase brand preference.
Target audience: 18 to 24 years Uruguayans.