After the many months in quarantine, Ecuadorian soccer returned – but without fans. Fans were prohibited from entering stadiums. But Cerveza 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. They took over the terraces of several apartment towers, setting up “box areas” 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.
And so The Stand (Out) was born, a collection of “best seats” (usually standing spaces) around different stadiums across the country. And fans could watch many of the season’s top games live while maintaining all the biosafety controls. Those games included 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,” commented Agustín Febres-Cordero, executive creative director of Paradais DDB.
Credits:
Client: Cerveza Pilsener
Agency: Paradais DDB
Executive Creative Director: Agustín Febres Cordero
Creatives: José Serrano, José Reinoso, Roberto Concha & Gabriela Ortiz
Art Directors: Michelle Mite & Christian Contreras
Planning Lead: Ricardo Medina
Community Manager: Renato del Salto
Account Executive: Amada Mancero
Executive Producer: Cesar Knezevic