31: THE CREATIVE EFFECTIVENESS AWARD (The Creative Effectiveness Award)
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MP4
2m:00s
El Rondón de Polar - Polar Pilsen
Polar Pilsen
Finalist
| Title of Entry: | El Rondón de Polar |
|---|---|
| Brand: | Polar Pilsen |
| Product/Service: | Polar Pilsen |
| Client: | Cerveceria Polar C.A. |
| Entrant Company: | RG2 Agency |
| Entrant Company Country: | Venezuela |
| Creative Team: | Founder & CCO: Exequiel Rodríguez General Creative Director: Carlos Javier Chacón Creative Director: Verónica Fernández Chief Planning Officer: Marcelino Madriz General Account Director: Mariva Delgado General Producer: Lina Certain General Producer: César Medina Consumer Planner: José Degouveia Account Director: Yéssica Zamora Art Director: Gilberth Guerra Art Director: Ángel Jacome |
| Submission Text: | In 2025, Venezuela was experiencing one of its biggest football moments ever, chasing its first FIFA World Cup qualification. Every beer brand tried to own the conversation with emotional messages of hope and national pride. Polar Pilsen faced a different challenge: stand out in an overcrowded football landscape while increasing on-premise consumption during match days. Instead of talking about football, we talked about how Venezuelans actually experience football: together, in bars, ordering rounds of beer. That observation uncovered a unique cultural insight. In Venezuela, a round of beers is called a ronda in Spanish. When that round gets bigger, you could say it’s a Rondón—the surname of Salomón Rondón, the country’s biggest football star. We transformed that joke into a real commercial product: El Rondón de Polar, a 23-beer bucket inspired by Salomón’s jersey number. The campaign launched with a comedy film built around the misunderstanding between the football player and the beer order, then expanded into more than 150 bar activations where consumers could actually order a “Rondón.” The idea didn’t simply generate awareness; it changed behaviour. Consumers adopted “Rondón” as a new way to order beer on match days, turning a footballer’s name into a purchasing ritual exclusive to Polar Pilsen. The campaign reached 6.6 million people, generated 31.8 million video views and 343,700 interactions. More importantly, during activations, 60% of all beer orders became Rondóns, driving on-premise sales to 60% during participating match-day activations. Rather than using a football celebrity as an endorser, Polar Pilsen transformed him into a product, a behaviour and a cultural expression. By connecting language, football culture and real consumption, creativity became a measurable business driver, proving that the strongest advertising is not what people watch, but what they decide to do afterwards. |
| Other Credits: | Client: Empresas Polar Category Manager for Traditional Beer Segment: José Di Guida Beer Marketing Manager: Juan Carlos Sarli Alcoholic Beverages Marketing Manager: Kemen Bilbao Production Company: El Living Director: Roberto Gutiérrez Executive Producer: Rafael Ponce Post Production Director: Christian Hoj Director of Photography: Nicolás Manzano Art Director: María Victoria Soler Line Producer: Roberto Reynoso Wardrobe: Angélica Gómez Sound Design & Music: Rubén Gutiérrez |
