Argentina waited 36 years to become world champions again. A plastic bottle can take more than 450 years to break down. Water is consumed. The bottle isn’t.
Canada, host of the World Cup, discards more than 5 million plastic bottles every day. What no one consumes is the bottle.
In Ecuador, 3 out of 4 beaches in the Galápagos Islands show high levels of plastic bottle pollution carried by ocean currents. The water gets consumed. The bottle doesn’t.
20 years ago, Cristiano Ronaldo played in his first World Cup. A plastic water bottle opened during that debut could still have another 430 years left before it disappears. Water gets consumed. The bottle doesn’t.
United States, host of the World Cup, consumes 217 bottles of water per person per year. What no one consumes is the bottle.
Description
The Break by Colectivo Cabos
These ads were created in real time during the hydration breaks of the FIFA World Cup 2026, using the exact moment when millions of people around the world were watching players hydrate on camera.
The campaign turned that global, synchronized instant into a warning about the massive consumption of single-use plastic bottles. While the water is consumed in minutes, the bottle can remain for centuries.
A break designed to protect players from extreme heat also became an opportunity to reveal an invisible problem: one bottle may seem insignificant, until millions are used at the same time.
This professional campaign titled 'The break' was published in Ecuador in June, 2026. It was created for the brand: Colectivo Cabos, by ad agency: Granidea. This Print medium campaign is related to the Public Interest, Public Utility, and Sports industries and contains 5 media assets. It was submitted about 15 hours ago by Director Creativo Asociado: Sergio Moraga of complot.
Credits
Agency: Granidea
General Manager: Gabriela Sierra
Chief Creative Officer: Sergio Moraga
Executive Planning Director: María Paula Mera
Creative Copywriter: Valeria López
Art Director: Gabriel Saavedra
Senior Designer: Jeff Yagual
Account Executive: Adriana Herrera
Account Executive: Paula Montiel
Account Executive: Juan Pablo Cortéz
Account Team: Priscila Álvarez
