Cristal: The Hacking Jersey [Supporting Images] 4

Credits & Description:

Brand CRISTAL
CRISTAL Lima, Peru Entrant Company
HOUDINI Lima, Peru Idea Creation
APAGAINCENDIOS Lima, Peru Production
Sergio Terry Houdini Strategy Director
Nato Farfan Houdini Creative Director / Copywriter
Alex Sanchez Houdini Head of Art
Jhon Palomino Houdini Art Director
Alberto Portugal Houdini Art Director
Marcos Campos Houdini Copywriter
Alvaro Paitan Houdini Copywriter
Eduardo Miro - Quesada Houdini Account Director
Adriana Pastor Houdini Account Supervise
Ximena Carbajal Houdini Account Executive
Célice Chicoma Houdini Executive Producer
José Miguel Balarezo Houdini Performance Director
Carolina Mansilla Houdini Social Media Manager
Juan Carlos Guzmán Houdini Technology Director
Hernan Ugarte AB InBev Brand Director
Miguel Merino AB InBev Brand Director
Fabrizio Escalante AB InBev Brand Manager
Diego Pomareda AB InBev Brand Lead
Rodrigo Escalante AB InBev Lead Sponsorship
Christian Davis AB InBev Brand Lead
Kiara Kottke AB InBev Brand Lead
Coco Irei Apaga Incendios Films Executive Director
Justiniano Contreras Apaga Incendios Films Director
Ronny Guevara Apaga Incendios Films Producer Executive
Jonatan Ruiz Apaga Incendios Films Editor-Post Production
Paul Manrique Apaga Incendios Films Editor
Paloma Reategui Apaga Incendios Films Executive Production Assistant
Sally del Valle Apaga Incendios Films Production assistant
Gonzalo Polar Pin La Sonora Producer
Pedro Coll La Sonora Sound Designer
Ursula de la Torre High End Producer

Synopsis
The Peruvian team was going to play their most important match of the last 36 years in New Zealand and against them. A match that would define its qualification to the 2018 World Cup. It was the perfect opportunity for Cristal, the sponsoring beer of the peruvian national team, to reafirm its commitment with its claim "Better together". The biggest challenge was to make the team feel at home while being 10,588 km away and with 36 thounsands New Zealander fans cheering for their team.
Strategy
We noticed that the New Zealand soccer shirt is also White and the color red is part of its design.
Its team motto is: “Here as One” and its political map looks like a stripe like the stripe of the Peruvian football jersey.
Relevancy
In the football world cup history campaigns, it's the first time that a brand hacks 5,000 opponent team fans to make its national team feel at home. With this we not only encouraged our team, but also help them won the match and qualify to the World Cup.
Outcome
Reach: 5156916
Views: 429.743
Engagement: 19.404
Execution
We made the jersey famous with geotargeted advertising, we used an ex-player from New Zealand to amplify the message and we gave it away outside the stadium.
Campaign Description
We wanted to make our national team feel at home during their last qualification match in New Zealand. Hopefully we realized that the red color was part of New Zealand flag and it's political map looked like a stripe. That's why we decided to use these elements to create a jersey all New Zealanders would wear during the match. A white jersey with a red stripe that from the distance was very similar to the peruvian team jersey, making our team feel more cheered than ever.