AB InBev - Cristal: The Hacking Jersey

AB InBev's Cristal — Peru’s most valuable beer brand and official sponsor of the national football team — faced a unique challenge ahead of a crucial World Cup playoff in New Zealand: only 64 Peruvian fans would be in the stadium.

Strategic Context: Cristal’s repositioning demanded that every major brand moment reinforce its role of uniting communities. The objective was to amplify national pride and build a sense of unity thousands of kilometres from home.

Strategic Role Connection: By turning foreign strangers into part of the Peruvian football “family”, we expanded the idea of community beyond borders — proving the role works even in the most challenging contexts.

Hacking the opponent’s stadium, we created an alternative Peru jersey so irresistible that thousands of New Zealanders chose to wear it — transforming Westpac Stadium into a sea of red and white and giving Peru the home advantage.

The Hacking campaign was not just a success; it was a triumph. It became Ab InBev Peru's most celebrated advertising campaign, earning accolades from Creative X, Effie, and Cannes Lions.

Westpac Stadium became a sea of red and white

Most awarded campaign in AB InBev Peru’s history

Winner at Cannes Lions, Creative X and Effie

National and international media coverage across multiple continents

Extensive organic reach amplified by press, influencers and fan-generated content

Significant uplift in brand visibility during World Cup playoff season