ECUADOR – After many months in quarantine, Ecuadorian soccer returned but without fans. Around the world, fans were prohibited from entering stadiums. But Pilsener, the best-selling beer in Ecuador, and the official brand of the Ecuadorian soccer league –LigaPro-, has always known that cheering from home is not the same as being in the stadium, neither for the fans nor for their teams.
Making use of wit, and taking into account that most of the Ecuadorian stadiums are surrounded by tall buildings -from which the field can be seen perfectly- the brand and its agency Paradais DDB, decided to intervene the terraces of several apartment towers, setting up up boxes with great views of the games, so that the fans could see and cheer for their teams live and thus relive the experience of returning to the stadiums.
In this way, “The Stand (Out)” was born. This action carried out by Pilsener, and created and executed by Paradais DDB, developed several interventions that were repeated in different stadiums around the country. Through these executions, maintaining all the biosafety controls,it was possible to take fans to numerous cup matches: Macará vs. Liga de Quito at the Bellavista Stadium in Ambato; Cuenca Dep. Vs. Emelec at the Serrano Aguilar Stadium in Cuenca; and the Orense vs. El Nacional at the 9 de Mayo Stadium in Machala, among others.
“We are really happy to have been able to carry out this action, in a year as difficult as the one we had to live through we made it possible for a group of fans to be able to enjoy live football again. Living an unforgettable and safe experience ”, comments Agustín Febres-Cordero, Creative General Director of Paradais DDB.
Client: Cerveza Pilsener
Campaign: The Stand(Out)
Executive Creative Director: Agustín Febres Cordero
Planning Leader: Ricardo Medina
Creatives: José Serrano – José Reinoso – Roberto Concha – Gabriela Ortiz
Art Directors: Michelle Mite – Christian Contreras
Community Manager: Renato del Salto
Account Executive: Amada Mancero
Producer Executive: Cesar Knezevic