This passion knows no gender

Agency: Fahrenheit DDB


To support the Peruvian Women's Football Team and increase its fan base, Fahrenheit DDB and Cristal, the beer brand that is the official sponsor of the national football team; created the campaign "This passion knows no gender".

"Women's football, in order to grow, needs an audience, it is the only way to be profitable and attractive to sponsors. That's why, at Cristal Beer, we have started a movement that seeks to show all the talent and passion women's football must make the fans fall in love with it and get the industry moving". Says Daniel Villarán, Cristal's Brand Manager.

The campaign is composed of several pieces that play with the homonyms. Edison Flores is one of the best football players in Perú. These pieces are based on audio, as prejudice is visual. In this case, in the middle of the narration of recent football matches, in which everyone believes or assumes that they are listening to a play by Edison Flores, it is revealed that it is Scarleth Flores who makes the extraordinary play that can be heard.

"When the fans realize, they have already experienced the emotion. The aim is to excite and then reveal it. We want to make them realize the passion they feel and never thought they would feel for women's football. We want the fans to reflect and recognize the passion that this sport generates beyond gender” Added Alejandra Fernandez, Creative Editor at Fahrenheit DDB.

This professional campaign titled 'This passion knows no gender' was published in Peru in April, 2023. It was created for the brand: Cristal, by ad agency: Fahrenheit DDB. This Integrated medium campaign is related to the Alcoholic Drinks and Sports industries and contains 1 media asset. It was submitted 6 months ago.


Client: Backus - Cristal
VP Marketing Backus: Alejandro Molina
Core Brands Director: Diego Devoto
Cristal Brand Manager: Daniel Villarán.
Connections Manager: Eduardo Miró Quesada
Cristal Brand Lead: Alexia Barragan
Cristal Brand Lead: Fernando Salas
Innovation Lead: Daniel Ramirez

Agency: Fahrenheit DDB
Partner/CCO: Ricardo Chadwick
Partner/General Brand Director: Alberto Goachet
Executive Creative Director: Sergio Franco
Creative Copywriter: Alejandra Fernández
Art Director: Piero Roncall
Innovation Manager: Andrea Corvetto
Project Manager: Anais Mercado
Production and Content General Manager: Vanessa Díaz Llontop
Executive Producer: Carolina Chávez Tapia
Digital Director: Giuliana Lazo
Planning General Manager: Jose Rodriguez
Research Planner: Renato Aguilar
Social Media Manager: Alexander Agüero
Community Manager: Alejandro Loarte

Production company: Canica Films
Director: Verónica Vásquez
Executive Producer: Maria Teresa Benvenuto
Assistant director and executive producer: Thaís Comitre
Director of Photography: Mathis Willaerts
First assistant cameraman: Luis Diaz
Second assistant cameraman: Johns Cordova
Field producer: Nathalli Maguiño
Production Assistant 1: Lorena Ortiz
Production Assistant 2: Juan Pablo Urbano
Production Assistant: Elian Dueñas
Costume Designer: Maria Fernanda Vasquez
Wardrobe Assistant: Patricia Vega
Props: Angel Sanchez
Production Mobility: Sandro Gonzales - Jhonny Correa
Catering: David Sotelo
Police Protection: Juan Carlos Mamani - Victor Condezo
Casting: Luis Miguel Diaz
Post Production: Grecia Studios

Audio House: Sordo
General Producer: Nicola Pedreros
Sound Design: Luis Garcia
Executive Producer: Andrea Ortega and Natalia Gamarra
Post: Jairo Chavez and Miguel Tataje
Coordination: Mónica Cárdenas

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