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                                      2021 SHORTLIST

                                      hashtagsportsawards

                                      MESSI 644 

                                      Entrant Company: Budweiser

                                      FINALIST

                                      Best Athlete Storytelling

                                      Messi 644

                                      ABOUT THIS ENTRY

                                      To connect the King of Beers with the King of Football, we celebrated Lionel Messi’s record-setting achievement of most goals scored with a single club—one of his last remaining unbroken records.

                                      How does this represent “Excellence in Engagement”?

                                      We brought a real-life moment online to the platforms where sports conversations happen, giving fans an opportunity to further engage and celebrate Messi’s achievement. As a new partner to Lionel Messi, the Budweiser 644 Campaign owned 51% of the online conversation, far surpassing his legacy partners in Adidas and Pepsi. Our provocative stunt extended a brief moment in sports entertainment to a weeks-long conversation around the greatest footballer of all time. With over 30,000 engagements, we had the Internet talking about the King of Beers and the King of Football.

                                      Sports news is fleeting. The biggest story one day becomes forgotten the next. We went beyond a congratulatory point of view on an athlete’s success to creating a larger conversation throughout the weeks after the event, generating $20M of social media value at a fraction of the investment.

                                       

                                      Objective: Own the conversation around Lionel Messi’s record-breaking 644 goals scored for a single club to strengthen the brand’s association within Global Football (soccer).

                                      Strategy & Execution: Today, younger sports fans are increasingly consuming highlights online over full games of their favorite sports. These snackable moments are driving the excitement and fandom behind the next generation of sports fans, so we took a soon-to-be iconic moment in sports history and turned it into a major moment of conversation online for the brand.

                                      When Messi hit his 644th goal, we released a digital film that told the story of his journey to greatness through a custom Messi Bottle. We then brought the conversation online by creating 644 uniquely numbered bottles 1 through 644 and sent one of them to each goalkeeper he scored against. This gave fans the chance to see a generation of elite goalkeepers reflect on their part in Messi’s journey across social channels. Goalkeepers shared videos of themselves receiving their gift from Budweiser and Messi and discussing their experience against the greatest of all time.

                                      Results:

                                      • 51% of share of voice (Adidas 43%, Pepsi 6%)
                                      • 30,000+ total engagements
                                      • 1200+ earned articles, coverage in 84 countries
                                      • 3+ billion earned impressions
                                      • $20M+ of social media value

                                      PRODUCTION

                                      Budweiser

                                      Deutsch NY

                                       

                                      CREDITS

                                      Richard Oppy
                                      VP, Global Brands (Budweiser, Corona, Stella Artois, Michelob Ultra)
                                      AB InBev, Budweiser
                                       
                                      Steve Arkley
                                      VP Global Marketing, Budweiser
                                      AB InBev, Budweiser
                                       
                                      Andrew Oosterhuis
                                      Global Advertising Director, Budweiser
                                      AB InBev, Budweiser
                                       
                                      Chad Lafeldt
                                      Global Marketing Director, Budweiser
                                      AB InBev, Budweiser
                                       
                                      Eelco van der Noll
                                      Head of Global Partnership Marketing, AB InBev
                                      AB InBev, Budweiser
                                       
                                      Dan Kelleher
                                      Chief Creative Officer
                                      Deutsch NY
                                       
                                      Heather English
                                      Creative Director
                                      Deutsch NY
                                       
                                      Jeffrey Rozman
                                      Sr. Art Director
                                      Deutsch NY
                                       
                                      Chris Wernikowski
                                      Sr. Copywriter
                                      Deutsch NY
                                       
                                      Michael Philbin
                                      Sr. Copywriter
                                      Deutsch NY
                                       
                                      Ashley Centrella
                                      Sr. Art Director
                                      Deutsch NY
                                       
                                      Chris Kelley
                                      Sr. Designer
                                      Deutsch NY
                                       
                                      Joe Calabrese
                                      EVP, Director of Integrated Production
                                      Deutsch NY
                                       
                                      Andrea Segura
                                      Sr. Producer
                                      Deutsch NY
                                       
                                      Sarah Manna
                                      SVP, Director of Art & Print Production
                                      Deutsch NY
                                       
                                      Taylor Kigar
                                      Associate Producer
                                      Deutsch NY
                                       
                                      Matt Baker
                                      Chief Strategy Officer
                                      Deutsch NY
                                       
                                      Andrew Quay
                                      VP, Group Strategy Director
                                      Deutsch NY
                                       
                                      Alex Rakestraw
                                      Senior Strategist
                                      Deutsch NY
                                       
                                      Andrew Arnot
                                      Group Account Director
                                      Deutsch NY
                                       
                                      Madalyn McLane
                                      Account Director
                                      Deutsch NY
                                       
                                      Hannah Duchardt
                                      Account Executive
                                      Deutsch NY
                                       
                                      Rich Gladis
                                      Project Manager
                                      Deutsch NY
                                       
                                      Maria Taris
                                      Director of Integrated Business Affairs
                                      Deutsch NY
                                       
                                      Stacy Schwartz
                                      Group Director, Integrated Business Affairs
                                      Deutsch NY
                                       
                                      Nikki Balekjian
                                      Sr. Business Manager
                                      Deutsch NY
                                       
                                      Jim Helton
                                      Editor/Sound Design
                                      Final Cut NY
                                       
                                      Geoff Hastings
                                      Assistant Editor
                                      Final Cut NY
                                       
                                      Dillon Stoneburner
                                      Assistant Editor
                                      Final Cut NY
                                       
                                      Sarah Roebuck
                                      Executive Producer
                                      Final Cut NY

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