Unofficial Goals
Award: Wood Pencil
Wood Pencil / Experiential / B2C Activations / 2024
Award: Wood Pencil
Wood Pencil / Commerce / Live
Award: Shortlist
Shortlist / Commerce / Promotion
Award: Shortlist
Shortlist / Direct / Events
The Colombian football league is one of the least goal-scoring leagues in the world according to ESPN. However, Cerveza Aguila is a brand that not only sponsors football but also sponsors the joy it brings. That's why they had to do something about this fact.
4 goal-shaped mats were created and placed in the advertising spaces on the sides of the official goals. This way, every time a player misses a goal, fans score a discount on beer.
Every unofficial goals was announced in real-time through TV and radio broadcasts, social media, in stadiums, e-commerce and stores.
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