Visualization theory argues that recreating images, sensations and possible scenarios in the mind can help enhance skills and face challenges. It is what Cervezas Victoria has applied in its new campaign, “Victory Visualizers”, recently launched to encourage La Roja in its World Cup challenge. It also invites fans to join in pushing the National Team towards its second star with a digital experience developed with Magnific.
Victory Visualizers
Devised by the creative agency Jon Lavín, which has been working with the brand for several years, the campaign relies on the concept of visualization itself to imagine a victorious journey of the team in the Soccer World Cup. In this way, Cerveza Victoria seeks to connect with consumers by trying to convert collective enthusiasm into a movement that leads the national team to be crowned world champions again.
Take as a reference the story of Andrés Iniesta, scorer of the goal that gave Spain victory in 2010. As he himself explains in the piece, he visualized the goal before starting the final in South Africa, and as we already know, it ended up happening. Thus, the spot brings together several Spanish players, such as Rodri, Álex Baena, Nico Williams, Laporte and Unai Simón; to the Malaga streamers IlloJuan and Spok Sponh; to figures such as the granddaughter of Luis Aragonés or the sports journalist Miguel Ángel Román; and fans to visualize Spain’s victory in the tournament.
The ad features the work of the creative studio The Lion and has been directed by Santiago Zannou, who won a Goya award for Best New Director in 2009 for “El Truco del Manco”; and takes place in different locations in Malaga, Madrid and Barcelona. Among them, the facilities of the Las Rozas Sports City in Madrid or the terrace of the Hotel ME Málaga.
Real images are combined with others created with artificial intelligence to materialize that collective visualization of victory. Thus, technology has made it possible to bring to life moments that have not taken place, such as surprising goals in the semifinals, the celebration of the victory in the United States or the players walking the streets of Madrid with the cup in hand.
An interactive viewing experience
Beyond the ad, Cervezas Victoria has turned the viewing into an interactive digital experience to further engage fans. It has turned to technology from Magnific, the creative artificial intelligence platform formerly known as Freepik, so that fans can break the screen barrier and create their own personalized videos celebrating the victory.
On the website enabled for the occasion, VisualizaLaVictoria.es, users can take selfies, as well as choose the rival team in the final and the Spanish player who scores the final goal, to create their own visualization. The tool sends an email to indicate that it is working on the video, which will be received in the next few minutes. In this way, fans will be able to see themselves immersed in the full celebration of the title alongside the players.
The action has been possible thanks to Magnific’s Flows functionality, which allows you to convert an entire previously designed workflow into a single generation button. The technology company considers the collaboration with Cervezas Victoria as a milestone in its trajectory, and points out that it is the first time that a corporate client brings Flows to a large-scale interactive experience.
The Cervezas Victoria t-shirt
The campaign is part of Cervezas Victoria’s sponsorship strategy for the Spanish National Team, a relationship that has been maintained since 2021. It is added to the t-shirt created to encourage the National Team and launched a few weeks ago, and which is also articulated by the concept of visualization. And it includes a second adhesive star to incorporate next to the shield in case La Roja wins the World Cup.
To get one of the 20,000 units created, those interested must collect 25 promotional necklaces from the get-your-own bottles.
With all this, the brand seeks to be part of the social and cultural event that is the World Cup and continue building its strategy on the shared feeling around the passion for football. “We hope to continue creating a national movement to support the team and that, thanks to the fans’ views, we will generate a context between all of us that will lead us to victory.“, commented José Villalobos, Brand Manager of Cervezas Victoria, in a statement.
