Deutsch NY worked with Budweiser Global Football to develop an integrated campaign with Real Madrid and Spanish National Team captain, Sergio Ramos, for their “Be A King” campaign by celebrating his achievements through the meaning and symbolism of his tattoos. As one of the best defenders of his generation, the campaign celebrates Ramos’ stand-out career in advance of his latest milestone, the soon-to-be most capped player ever for Spain. The campaign kicked off with a teaser photo of tattoo-free Ramos for the world to see, posted by Ramos himself. Followed by a hero film, highlighting his story of greatness through actual game commentators, we see Ramos’ story and achievements inked in parallel on his skin throughout his countless tattoos.
To maximize reach, Deutsch brought fans closer to the football legend by designing limited-edition bottles for Budweiser with exact replicas of Ramos’ real-life tattoos. By purchasing these special-edition bottles, available in several countries around the world through e-commerce, and in select participating retailers, fans were then able to unlock exclusive content which offers a deeper perspective in Ramos’ own words on the meaning of each of the tattoos.