Cannes Lions 2023 | DRAFTLINE | Coincidences

Argentinian Creativity World Level
On the eve of the World Cup, Quilmes and draftLine launched "Coincidences", the brand's long-awaited commercial that went viral before going on TV.
The piece shows how all fans find coincidences with the last World Cup we won.
Quilmes, as one more fan, ends up provoking them to feed even more that unique illusion that invades us every 4 years.
A few minutes after the Argentine national soccer team was crowned World Cup champion, a new version of the Coincidencias spot went viral around the world, in which the protagonists discover, with a big smile on their face, the coincidence they most wanted to hear.
draftLine Buenos Aires, focused its pre-World Cup communication on those "coincidences" between the World Cups in which Argentina won the World Cup and the World Cup in Qatar.
Finally, after the predictions came true, and Argentina was crowned World Champion in the 2022 FIFA World Cup, a new version of the spot went viral, in which the protagonists discover the most awaited coincidence: the players of the Argentine National Team lifting the Cup in 2022, as in 1978 and 1986.
"We met a great challenge, which was to listen and connect with what was happening to people. Quilmes and Mundial are synonymous, given the brand's connection to football. It was so motivating to see Argentine repercussions on the commercial and how people appropriated the message and immediately went viral," said Guido “Chapa” Lofiego, Connection Director of draftLine.
Diego Gueler Montero, draftLine's CCO, commented: “I chose to work in creativity thanks to Quilmes advertisements, because every Argentine creative dreams of being in the agency that Quilmes has in a World Cup year and making a popular advertisement. All the repercussions that this commercial had made it a dream come true for me and for the great team with which we made this beautiful idea”.
Connection Director: Guido “Chapa” Lofiego
Managing Director: Vera Nesis
CCO: Diego Gueler Montero
Director General Creativo: Darío Ventura
Head of Art: Mayra Brulc
Creative team: Ignacio “Corchi” Allami, Federico “Fito” Silva, Santiago González Llanos y Álvaro López Valencia.
Head of Strategy: Manolo Jofré
Strategy team: Joy Giangualano, Nicolás Bruno, Nicolás Prosen
Community manager: Juan Tabanera
Head of Operations : Agustina Vadori
Head of Project Managers: Agustina Simone
Project managers: Lucila Peydro, Jacinta Cardini
Head of production: Sebastián Torrella Reinoso
Agency Producer: Lola Winer
Agency Photographer: Florencia Giardino.
Client: Alfredo “Pepe” Sayús, Daniela Fux, Chiara Guillemi, Victoria Ramadori, Florencia Monge, Martin Cascardo, Tomás Fernandez.
Head of connections: Experiencias: Alvaro Figueroa Alcorta
Connections manager: Mateo “Hongo” Valentín
Production house: ARGENTINACINE
Directors: Augusto Giménez Zapiola / Martín Holzman
Chief Production manager: Nano Tidone
Production manager: Diego González
Producer: Germán Escande
Production coordinator: Natalia Barrios
DF: Luciano Badaracco
Art director: Sebastián Serra
Color: Alejandra Lescano
Editor: Leandro Aste / Joaquin Pellarolo
Post-production: Aldo Ferrari
Sound mix: Bigotes
Music: Gastón Baremberg - G-Factory
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