Cristal: FOLDABLE SOCCER CRISTAL

Credits & Description:

Advertiser: CCU
Agency: PORTA
Category: Best Use of Ambient Media: Small Scale
Creative Director: Mariano Pérez (Porta)
Copywriter: Alejandro Calleja (Porta)
Creative Director: Gonzalo Baeza (Porta)
Executive Creative Director: Kiko Carcavilla (Porta)
Art Director: Luis Ramírez (Porta)

Effectiveness
We surprised everyone with the foldable football court. People still ask for the foldable in the bars until today, although they are no longer produced.

Execution
For the upcoming World Soccer qualifying games, Chilean fans gather at bars to watch the games and share a beer. This is a great opportunity to be present as a brand that officialy supports the National Team. We used something as simple as a place mat to entertain our fans, to support Chile and have a good time. We surprised everyone with a foldable football court that you can actually play with. Cut out, fold, wrap, ask for a couple of straws and that's it, instant football!

Strategy
Generate awareness of the national beer brand Cristal, Official Sponsor of the National Team of football, through no traditional media.