Passion Knows No Gender in Cristal's Campaign Supporting the Peruvian Women's Football Team

To support the Peruvian Women's Football Team and increase its fan base, Fahrenheit DDB and Cristal, the beer brand that is the official sponsor of the national football team; created the campaign 'This passion knows no gender'.

"Women's football, in order to grow, needs an audience, it is the only way to be profitable and attractive to sponsors. That's why, at Cristal Beer, we have started a movement that seeks to show all the talent and passion women's football must make the fans fall in love with it and get the industry moving" says Daniel Villarán, Cristal's brand manager.

The campaign is composed of several pieces that play with the homonyms. Edison Flores is one of the best football players in Perú. These pieces are based on audio, as prejudice is visual. In this case, in the middle of the narration of recent football matches, in which everyone believes or assumes that they are listening to a play by Edison Flores, it is revealed that it is Scarleth Flores who makes the extraordinary play that can be heard.

"When the fans realise, they have already experienced the emotion. The aim is to excite and then reveal it. We want to make them realize the passion they feel and never thought they would feel for women's football. We want the fans to reflect and recognise the passion that this sport generates beyond gender” added Alejandra Fernandez, creative editor at Fahrenheit DDB.

"There are several homonyms in the league, and if we can use them to support the women's national team, I'm happy that they use my surname for this beautiful cause.” Edison Flores commented.