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Top 6: July 1st 2020
Web Film
Budweiser: Goals of KingsTop 6: July 1st 2020
In July 2019, AB InBev's Budweiser announced a multi-year partnership with the UK's Premier League and Spain's LaLiga, a deal spanning five continents and more than 20 countries around the world. MullenLowe SSP3 was tasked by Budweiser to communicate the essence of the deal in Colombia. Throughout its history, beer brands such as Heineken or Carlsberg have dominated European sponsorship, so MullenLowe SSP3 wanted to introduce the brand to Colombia in a way that was meaningful for both the brand and the people. To do this, MullenLowe SSP3 dug deep and found Budweiser had been there all along. After analysing data from over 4,000 of the most well-known goals in the Premier League and LaLiga’s history, MullenLowe SSP3 found there was a similarity between the formation of the goals and Budweiser’s famous ‘bowtie’ logo. From this, ‘Goals of Kings’ was born, allowing Budweiser to become part of the history of the most iconic European sport without ever being there before. Twelve of the formations have been immortalised in a book that sits at the heart of the sponsorship in Colombia. Each sequence has been beautifully crafted using different art direction and copy techniques. Colombian superstar and former Aston Villa player, Juan Pablo Angel, who also has a formation featured in the book, launched the campaign in December 2019 with several important sports journalists. It aired on TV, digital, outdoor, print and a direct mail (the book) than ran across the most important Sports Shows in Latin America.
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