The crown goes to Mexico at the Cannes Lion International Festival of Creativity


Grupo Modelo, Corona, and the We Believers agency received the first Titanium Lion for Mexico, in recognition of the creative excellence of their campaign “The classic in history.”

Corona is not only the leading beer in the country, it also stands out for the creativity of its advertising and marketing campaigns. This work made the Mexican brand, belonging to Grupo Modelo, the first to make history during the most recent edition of the Cannes Lion International Festival of Creativity.

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For more than 66 years, the recognized and coveted “Cannes Lions” have distinguished creative excellence that promotes the development of people, companies and society, as a way of honoring the marketing strategies that are marking a point of reference in their respective industries.

Thus, the success to obtain the coveted Titanium Lion came from “The classic in history”, the initiative with which Grupo Modelo and Corona revived the passion of Mexican fans for soccer, after more than 60 days without sporting events at root of the health emergency due to COVID-19.

Together with the creative agency We Believers, the idea was to create a completely new soccer game, derived from 70 hours of audiovisual material from the two most representative teams with the largest number of followers in the country: América and Chivas.

Thanks to the teamwork of more than 20 editors, these recordings became the most-watched Mexican game of all time.

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Regarding the triumph, Fabio Baracho, Grupo Modelo’s vice president of marketing, assured that iconic brands are those that take charge in the most difficult moments and commit themselves by showing that they are more than a product or service, they really are the ones who provide support to your consumers.

For his part, Alejandro Gershberg, Marketing Director of the brewery, explained that in the industry they are used to talking about results based on impressions, conversation, or scope of the campaigns that they present, however, with “The classic of history” a more comprehensive goal was set.

And he added that, as a result of this increase in sales and the donations of brands such as Aeroméxico, Carl’s Jr., Jumex, and Nescafé, the initiative “The classic of history” broke the barriers of confinement and time to become an example of union, reactivation of the economy and technological innovation.

This was due to the fact that the technical team made the logos of the allies of this strategy appear on the fences of the stadiums, during the historic match.

After winning at the Cannes Lion International Festival of Creativity, Gustavo Lauria, co-founder and creative general director of the agency We Believers, expressed that this project marked the “genesis of a new entertainment platform” with potential in various markets and, for example, in other sports disciplines.

“This initiative was not only a perfect solution to give football back to the people and generate sales during difficult times due to COVID, we are already working to make it grow even in other disciplines such as cinema. The possibilities are endless ”, concluded Lauria.


Mexico Daily Post