As a premium brand worldwide (outside the US), we needed a campaign that went beyond the traditional die-hard fan passion approach that most beer brands apply to football sponsorships. Global footballers are some of the most influential personalities in the world - yes, they’re famous for playing football, but they’re also famous for other lifestyle passion points like fashion, music, art. And tattoo culture.

Aside from being one of the greatest players of his generation, Sergio Ramos owns some of the most iconic tattoos in world football, and in global tattoo culture more broadly. So when we revealed his body without any of his trademark ink to his 36 million Instagram followers, we hit headlines all over the world. Then we brought each tattoo back, one by one, chronicling the personal stories behind the ink and marking the achievements of Sergio Ramos’s rise to greatness.

Recognition:

47M views. 6x higher engagement (30% above IG benchmark) .

One show finalist “Moving image: craft.” Webby’s mobile: People’s choice nominee. Webby’s interactive: People’s choice nominee. Creativity Ad of the day.