Cervezas Victoria, the official beer of the Royal Spanish Football Federation (RFEF), leveraged excitement around the women’s UEFA Euro 2022 by paying tribute to the first female footballer to sign a contract in Spain – Victoria Hernández.
Hernández, who signed to play for the Madrid club Olímpico de Villaverde in 1971, is the star of an activation which seeks to reinforce Cervezas Victoria’s commitment to sport in general and to the Spanish women’s football team in particular.
In addition to being fronted by Hernández, several stars from today’s Spain side were part of the activation including Aitana Bonmatí, Esther González, Misa Rodríguez, Laia Aleixandri and Sheila García. They appeared alongside other stand out Spanish players such as Silvia Pelayo and Elena Jiménez, plus Malaga referee Eva Alcaide of the Andalusian Football Federation.
The hero video sees the current stars of Spain’s national women’s team celebrate a goal and thank Victoria and states: “For you, Victoria, for teaching us that this team could be the pride of an entire country and for showing us the path to success.
The spearhead ‘Victoria a Victoria / Victory to Victory’ spot rolled out from 28 June ahead of the Euro 2022 kick-off and the Spanish language commercial ran on TV and across online channels in 60-, 30-, 20- and 15-second versions.
At the time of press had generated more than 2m views on the beer brand’s YouTube channel alone.
As the ad states: “There is a victory that changed the history of our football. Here’s to her and to all the people who make women’s football what it is today. Victory. Official beer of the Spanish Women’s Soccer Team. #VictoriaAVictoria
As well as honouring the female football pioneer, the campaign launch reviewed a series of key achievements of female soccer players and also featured President of the Association of Sports Journalists of Malaga Antonio Rege and Cervezas Victoria Brand Manager José Villalobos.
The campaign continues on the beer brand’s social media channels running through the tournament with match and player related content and posts.
El mérito es de Victoria Hernández y de las que hacen del fútbol femenino lo que es hoy https://t.co/y9CtzXI6i3
— Cervezas Victoria (@CervezaVictoria) June 29, 2022
— Cervezas Victoria (@CervezaVictoria) July 12, 2022
¡Este triunfo va por ti, Victoria! Porque sin ti, hoy no estaríamos soñando con ganar el campeonato. ¡@SeFutbolfem, ahora a por otra victoria contra Alemania!#CervezaOficialdelaSelección pic.twitter.com/BNgEoieWpS
— Cervezas Victoria (@CervezaVictoria) July 8, 2022
⚽ Silvia es otras de las futbolistas que aparecen en nuestro spot.
⚽ Ha llegado a debutar en la Selección Femenina de Castilla y León, jugando incluso dos campeonatos de España.
Brindemos por Silvia y por todas las personas que hacen del fútbol femenino lo que es hoy. pic.twitter.com/lXSsKUIvzK
— Cervezas Victoria (@CervezaVictoria) July 13, 2022
⚽Elena es futbolista y protagonista real de nuestro spot.
⚽Nieta de futbolista, empezó a jugar al fútbol en Las Rozas, equipo con el que ha debutado en Primera de la Liga Nacional.
Brindemos por Elena y por todas las personas que hacen del fútbol femenino lo que es hoy. pic.twitter.com/RqRoiXDYuf
— Cervezas Victoria (@CervezaVictoria) July 9, 2022
“With this campaign we want to give all our support to the team and thank Victoria Hernández for joining us today at such a special moment for the brand,” Cervezas Victoria Brand Manager José Villalobos. “Thanks to her, the names of today’s players are known across the country and the stadiums are filled stadiums.”
The brief came through the marketing team at Cervezas Victoria led by Brand Manager José Villalobos and Communications Manager Genoveva Ferragut and the campaign was conceived by creative agency Jon Lavín where the team included Creative Director Jon Lavín Velázquez, Art Director Miguel Hijón, Editors Rafa Martínez and Isaac Pérez and Agency Producer Raquel Aguinaga.
The campaign was produced by The Royal Production Company with Director Victor Claramunt, Producer Israel Medrano, Executive Producer Luciano Firmo and PDO Maite Astiz. Sound was handled by The Lobby with post-production by José Peciña and Yago Lopez, Art Director Andrea La Pelé, Costume Director Adrián Lorca and Make Up Artist EVA Sesma.
Cervezas Victoria penned a partnership to become the official beer of the RFEF back in June 2021 which saw the Malaga based brand became the official beer of the Spanish men’s and women’s La Roja football teams.