‘This Passion Knows No Gender’ In Cristal’s Campaign  With Peru’s Women’s Natonal Football Team

Peru’s best selling beer brand Cristal activated its partnership with the Peruvian Football Federation (Federación Peruana de Fútbol / FPF) with a campaign called ‘This Passion Knows No Gender’ that set out to grow support for the women’s national team by using sports commentary to highlight the disparity between male and female football.

 

The campaign from the team’s official beer partner, created in tandem with agency Fahrenheit DDB, was based around audio led spots spanning several snippets of football commentary featuring a Peruvian player called Flores. The work plays on the prejudicial fact that most listeners assume the soccer star performing the skills in question is Liga MX club Atlas and Peru national team winger Edison Flores – one of the best footballers and best known stars in Perú. But the reveal is that the audio turns is actually commentating on the play Scarleth Flores – a defensive midfielder/full back for Club Universitario de Deportes and the Peru women’s national team.

 

 

“Women’s football, in order to grow, needs an audience, it is the only way to be profitable and attractive to sponsors,” explained Cristal brand Manager Daniel Villarán. “That’s why, at Cristal Beer, we have started a movement that seeks to show all the talent and passion women’s football must make the fans fall in love with it and get the industry moving.”

 

“When the listeners realise, they have already experienced the emotion. The aim is to excite and then reveal it. We want to make them realize the passion they feel and never thought they would feel for women’s football,” added Fahrenheit DDB Creative Editor Alejandra Fernandez. “We want the fans to reflect and recognise the passion that this sport generates beyond gender.”

 

“There are several homonyms in the league, and if we can use them to support the women’s national team, I’m happy that they use my surname for this beautiful cause,” commented Edison Flores.

 

The campaign was created for a team at client Cristal which included Marketing Director Alejandro Molina, Brand Director Diego Devoto, Brand Manager Daniel Villarán, Brand Executives Alexia Barragan and Fernando Salas and Innovation Lead Daniel Ramirez by a group at agency Fahrenheit DDB which was led by Chief Creative Officer Ricardo Chadwick and included Brand Manager Alberto Goachet, Executive Creative Director Sergio Franco, Copywriter Alejandra Fernández, Art Director Piero Roncall, Innovation Director Andrea Corvetto, Project Manager Anais Mercado, General Manager Vanessa Díaz Llontop, Executive Producer Carolina Chávez Tapia, Digital Producer Giuliana Lazo, Planners Jose Rodriguez and Renato Aguilar and Social Media Manager Alexander Agüero, plus Community Manager Alejandro Loarte.

 

Production was handled by Canica Films with Director Verónica Vásquez, Executive Producers Maria Teresa Benvenuto and Thaís Comitre, Director Of Photography Mathis Willaerts, Camera Operators Luis Diaz and Johns Cordova, Producer Nathalli Maguiño, Production Assistants Lorena Ortiz, Juan Pablo Urbano and Elian Dueñas, Costume Designer Maria Fernanda Vasquez, Wardrobe Manager Patricia Vega, Prop Master Angel Sanchez, Catering Manager David Sotelo and Casting Director Luis Miguel Diaz/

 

Music and sound was handled by a group at Sordo which included Producer Nicola Pedreros, Sound Designer Luis Garcia, Executive Producers Andrea Ortega and Natalia Gamarra, Post Producers Jairo Chavez and Miguel Tataje.

 

 

Comment

 

Brewed since 1921, Cristal is Peru’s top selling beer and this campaign follows on from Crystal’s award winning ‘The Hacking Jersey’ activation of its Peru national team partnership back in 2018.