"El clásico de la historia" earns Grupo Modelo its first Titanium Lion, through its most emblematic brand, Corona
Today, Corona became the first Mexican brand in the history of the Cannes Lions International Festival of Creativity to win a Titanium Lion, thanks to the "El clásico de la historia" ("The historical clasico") initiative, co-created with agency We Believers.
After over 60 days without football in the country due to the pandemic, "El clásico de la historia" brought the sport back to millions of Mexican fans with a brand new football match between America and Chivas -the two biggest teams, with the largest fanbase and a rivalry that dates back over 70 years- created from 70 hours of historical audiovisual material by a team of more than 20 editors who were able to transform those recordings into a classic match for Mexico, the most-viewed Mexican match of all time.
In the words of Fabio Baracho, vice president of marketing at Grupo Modelo, "iconic brands are those that step up in difficult times, that are committed to showing they're the product or service that goes the extra mile to offer people support".
For his part, Alejandro Gershberg, the group's marketing director said: "in the industry, we're used to talking about impressions, conversation, reach, etc. And we had all of that, but as a brand what we expect from creative work is to strengthen the business and bring people together; our sales grew 54%, we managed to keep 30,000 employees in work and entertained the whole of Mexico".
With the 54% increase in sales compared to a normal week of football and donations from brands such as Aeroméxico, Carl's Jr., Jumex and Nescafé, "El clásico de la historia" broke down the barriers of both lockdown and time to provide an example of togetherness, the reactivation of the economy and technological innovation, with the associated brands even appearing on the hoardings of the historical matches that were used for the broadcast.
"This initiative was not only the perfect solution for bringing football back to the people and generating sales during the worst times of Covid, it was also the genesis of a new entertainment platform. We're already working to grow it in other markets, with other sports and even in other fields such as cinema, editing a film made from hundreds of films. The possibilities are endless", said Gustavo Lauria, co-founder and general creative director of We Believers.
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More