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. We created a comicbook visual style that shows the different moments the led to the goals and creates moments of glory that will be forever engraved on all of the truly fans.

We designed 4 cans and bottle labels that reflect 4 different goals in the last 4 world cups, that helped to get ecuador qualified. Supporting the historic relationship between the brand and the national team as an official sponsor for many decades.

We worked hand in hand with the client to create a concept that expresses and symbolizes how big ecuador has always been in its soccer history.

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 and through various matches. Thus, forging a new cry of optimism and using the most iconic moments of our soccer history.