With sport shut down across the country, beer brand and football team sponsor Corona created a ‘Match Of Ages’ to feed Mexico’s football-starved fans.
The beer brand held a game between the country’s two biggest soccer teams – Águilas del América and Chivas Guadalajara – which was based entirely on classic moments from past matches between the two sides.
Corona, which sponsors both teams, worked with agency We Are Believers, as well as with former players and football historians to create and curate an entirely new match which was put together by a team of 20 editors who analyzed 50 historical games between the two clubs and edited a 90-minute match from more than 75 hours of previous game footage.
The beer brand marketing team worked with Mexico’s biggest broadcaster Televisa which owned all game footage from the last 65 years and was supportive of the idea.
The ‘Match OF Ages’ aired on 5 June on Mexico’s biggest broadcaster Televisa (which owned the rights to all the previous game footage), as well as on Facebook and YouTube Live.
Corona Mexico Communications Director Alejandro Karlos Gershberg commented that the game was very important to fans who missed their club and that ritual soccer brings to fans’ daily lives.
“We are working towards this ‘platform’ to make sure this new way of experiencing sports will always be consumer centric, making sure that people will be enjoying their favorite sports with their favorite beer,” said Gershberg.
The campaign was created for a Corona team which included Brand Director Clarissa Pantoja, Corona Comms Director Alejandro Karlos Gershberg ,Corona Connections Director Javier García, Corona Media Manager Sinuhe Garcia, Corona Digital Manager Cesar Alcantara, Key Accounts Coordinator Jean Vite Prekop, Commercial Director Manuel del Rio Castellanos, Commercial Manager Andrea Ruiz Delgado, Sports Coordinator Mario Palomar Arriaga and Sports Marketing TUDN Ernesto Castillo Cruz.
The campaign was developed with the Corona team in harness with agency We Believers where the team included Chief Creative Officer Gustavo Lauria, Creative Director Fernando Serra, Creative Director Nicolas Centroni, Copywriters Gustavo Lauria and Nicolas Centroni, Art Director Fernando Serra, Head of Production Marcia Jaes, Head of Planning Marco Vega, Head of Client Services Jochi Quijano, Account Director Nallely Recinas and Creative Coordinator Rocio Fernandez Sasso.
The video work was helmed by Director Jorge Malpica, with post production by Bonsai3 and Editor Diego Panich, Executive Producer Flavio Dumaine, the audio mix and SFX was by Pickle Music with Executive Producer Alexis Estiz and Audio Engineer Dario Calequi.
Comment:
Those who don’t want to know the result in this ambitious activation should look away now…..it was a draw.
Corona, which has had a high profile and bumpy PR and online ride during the coronavirus pandemic, has a long history of football sponsorship around the world and in Mexico it sponsors the national team, as well as 10 teams in the Mexican league.
With sporting events on hold around the world due to the coronavirus pandemic, sports and their sponsors have had to come up with plenty of creative ways to entertain fans and [provide some visibility for their brand partners.
From a virtual version of the Grand National in the UK, to virtual F1 Grand Prix and Nascar races to the Finnish hockey season concluding in EA’s NHL 2020.
We think there is some scope to apply this idea of a new game carved from historical game footage to other sports.
Links:
Corona Mexico
https://corona.com/en/home.html
https://www.youtube.com/channel/UCE7i_Y0eEekE2xYa9pUmuQw
https://www.instagram.com/Corona/
https://www.facebook.com/CoronaUK
Águilas del América
https://www.clubamerica.com.mx/
Chivas Guadalajara
https://www.chivasdecorazon.com.mx/es
We Believers
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