Synopsis

In Ecuador there are two Barcelonas. On is the football club

with the largest fanbase in the country, and the other is a

little-known village that crafts beautiful Panama hats, located just two hours away from the club´s stadium.

The people from Barcelona village are the only officially born Barcelonistas in Ecuador. It was time for the rest of the country to meet them.

For the team's annual squad presentation, we brought the whole

Village to the Monumental Stadium. allowing all Barcelonistas to

finally come together for the first time and celebrate what it

means to be a true Barcelonista.

We put on everyone’s map and mind a small village that needs to be more popular in order to prosper. 

Strategy

Pilsener celebrates the moments of togetherness and celebration among football fans. In addition, the brand is the main sponsor of Barcelona Sporting Club.

We harnessed Barcelona's first big event of the year to connect with a segment of the fans that the club had forgotten: a village that shares the same name. The brand and the club had to strengthen their closeness with the village's inhabitants.

Pilsener created an unforgettable and historic experience for the residents of Barcelona. Almost all of them had never even stepped foot in the team's stadium.