When Lionel Messi scored his 644th goal for Barcelona, he broke Pele’s record for the most goals scored by a single player for a single club. To honour the achievement, we created 644 customised and numbered Budweiser bottles, one for every goal of Messi’s career - and as soon as Messi broke the record, we sent the bottles to every one of the goalkeepers Messi had scored against. Each keeper received their bottles in personalised packaging that included a letter from Messi himself. Many of the goalkeepers, legends in their own right, posted the gesture to their social media feeds, sparking headlines all over the world. Coolest of all, I got to shake Leo’s hand.

Awards:

2021 Cannes Sliver Lion - Entertainment Lion for Sport fans and community - Influencer and Co creation.

2021 Cannes Shortlist - Direct / food and drink.

2021 Cannes Shortlist - Social and influencer - Partnership.

2021 Cannes Shortlist - Social and influencer - Innovative Use of Partnership.

2021 Cannes Shortlist - Excellence in Sports Entertainment - Partnerships with Sports Talent. Cannes Shortlist - PR - Food and Drink

2021 One Show Finalist X 2. Influencer Marketing - Single Channel, Social Post - Real Time Response.

2021 Webby Nominee X 2: Food & Beverage , Best Influencer Endorsements.

2021 Shorty Winner x 2: Sports, Wine, Beer, Spirits.

Recognition:

3+ Billion Earned Impressions. 1200+ earned articles and coverage in 84 countries. $20M+ of Social Media Value and more than +3% total increase in followers across Budweiser’s social channels.

Featured on USA today, the New York Times, CNN, ESPN, goal.com, Sky Sports Football (UK), The Daily Mail (UK), The Sun (UK), Good Morning Britain (UK), Marca (Spain), Gazzetta Dello Sport, China Daily, Contagious, Adweek and more. Creativity Pick of the day.