Corona created a soccer 'Match of Ages' spanning 70 years for fans thirsting for a good game

Brand pulled together classic moments from soccer history to appease Mexican fans until sports world goes back to normal

Published On
Jun 11, 2020

Editor's Pick

With sporting events on hold around the world due to the coronavirus pandemic, sports and their sponsors have had to come up with increasingly creative ways of entertaining fans. (We've seen a virtual version of horse race the Grand National in the U.K., for example, and Formula One launching a virtual Grand Prix series.)

In Mexico, Corona Beer and agency We Believers came up with an incredibly ambitious project for soccer fans: putting together a game between the country's two biggest soccer teams, Águilas del América and Chivas Guadalajara, based on classic moments from past matches.

The 90-minute match was put together after analyzing 50 games and over 75 hours of footage, according to We Believers co-founder Gustavo Lauria. A team of over 20 editors, led by Diego Panich and the director Jorge Malpica (who was a professional soccer player when younger), worked with soccer historians and former players from both teams to identify the best moments. 

It helps that Mexico's biggest broadcaster Televisa, which owns all game footage from the last 65 years, was enthusiastic about the idea, Lauria says. 

The game aired last Sunday, June 5, on Televisa as well on on Facebook and YouTube live. While the "result" was a tie, Corona Mexico Communications Director Alejandro Karlos Gershberg says it was still important to fans who missed "that ritual soccer brings to our daily life."

The Corona brand has a long history of soccer sponsorship, including sponsoring the Mexican national team and 10 teams in the Mexican league. However, Gershberg also believes the idea can be brought to other sports, "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," he says. 

 

Credits

Date
Jun 11, 2020
Client :
Corona
Agency :
We Believers
Chief Creative Officer :
Gustavo Lauria
Creative Director :
Fernando Serra
Creative Director :
Nicolas Centroni
Copywriter :
Gustavo Lauria
Copywriter :
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
Creative Coordinator :
Rocio Fernandez Sasso
Director :
Jorge Malpica
Post Producer :
Bonsai3
Editor :
Diego Panich
Executive Producer :
Flavio Dumaine
Audio Mix & SFX :
Pickle Music
Executive Producer :
Alexis Estiz
Audio Engineer :
Dario Calequi
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
Sports Marketing TUDN :
Ernesto Castillo Cruz

Need a credit fix? Contact the Creativity Editors

Industry
Project Type