Banco Pichincha takes football to an AI field for the first time

There is no doubt that football is the most popular sport in the world. It has been played on snow, grass, cement, beaches, big and small stadiums, video games... you name it. However, there’s was a field still missing.



Banco Pichincha, the largest bank in Ecuador and one of the biggest sponsors of football in Ecuador, wanted to provide fans with a new way to enjoy the sport by using new technologies. That's why, with the collaboration of the agency MullenLowe Delta, the brand brought to life “The Reimagined Match”, the first football game ‘played’ on an AI pitch. 



90 minutes of football between Liga de Quito and El Nacional, reimagined in real time through a tailor-made AI engine that integrated voice and Machine Learning, built to transform the live commentary into real-time AI prompts that generated reimagined highlights.



A team of developers trained the engine to identify logos, color, player’s faces, uniforms, body types and colors with a database input of +3.000 pictures. The reimagined moments were shared on social media platforms during the match and generated more than 1 million interactions during 90 minutes among Liga de Quito fans.


"The Reimagined Match" strengthens one of Banco Pichincha's communication pillars, which is sports. Over the years, the brand has supported different athletes, including Olympic champions Richard Carapaz and Jefferson Pérez. Currently, it sponsors three Ecuadorian soccer clubs: Liga de Quito, Universidad Católica, and Barcelona Sporting Club. In 2019, Banco Pichincha won its first Cannes Lion with The Cheering Trophy, in association with MullenLowe Delta.