Pilsener World Edition Qatar 2022: This is how Ecuador wins


Pilsener is the leading beer brand in Ecuador with more than 110 years of history and one of the most important in the AB InBev portfolio in the region. A symbol of friendship and tradition, ideal to enjoy moments with friends, football, the country’s big festivals and typical meals. The challenge was to develop a limited-edition packaging platform for the Qatar 2022 World Cup, which would awaken the pride of being Ecuadorian and feed the soccer spirit of Ecuador’s qualification for the World Cup.

Ecuador is great, it has always been great, and its history is one of great stories, of eternal moments that united the country around the Soccer Team and the pride of being Ecuadorian.

With this proposal we wanted to toast the future, remembering the most important feats of the past. Capturing the most important moments of the team in the last 4 soccer world cups. Thus, forging a new cry of optimism and using the most iconic moments of our soccer history.


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Project Manager: Lucas del Corral
Strategy Director: Jose M Afanador
Manuel Valencia: Designer
Sergio Vargas: Designer
Illustrator: Edel Rodriguez
Creative Concept: Hablaelbalon
Cervecería Nacional de Ecuador