From the “navel of the world” comes a golden generation, raised between the flavor of our beaches and the temper of our highlands. Young, self-confident Ecuadorians, who know that their time has come.... Or rather: that our moment has arrived. Because it is not theirs, it belongs to all of us. Because in the leadership of Hincapie, in the elegance of Moisés, in the mischievousness of Estupiñán there is also us, a little piece of every Ecuadorian. La Tri is the tip of the iceberg, the smoke of a volcano about to explode. They are what can be glimpsed on the surface, the visible face of a golden present, the reflection of a united country, which today more than ever grows and flourishes. They are above, we are below: shouting, cheering, pushing... lending them our shoulders to reach them and lift them up: “Come on, guys, ‘pa’ arriba la primera”.

We had the honor of collaborating with Pilsener, Ecuador's most emblematic beer brand, in a special edition that is the continuity of a whole strategic process of the brand. Pilsener is not only synonymous with tradition, but also represents the spirit of the country, the love for soccer and the joy of the party. That is why, when we were presented with the opportunity to design the special edition can for the Copa América, the most important soccer tournament in the continent, we accepted the challenge of giving continuity to what the brand has built for soccer, the fans and the country.

We understood that this can should encapsulate the essence of Ecuador and its fervor for soccer. Our creative team immersed itself in Ecuadorian culture, extracting iconic elements that resonated with national pride. The design fuses vibrant colors, patriotic symbols and the unmatched energy of Ecuadorian fans. Every stroke and detail was designed to evoke the feeling of unity and hope that only soccer can awaken in our hearts. Likewise, the brand was born from a new strategic approach “Pa'arriba la primera”, a cry of optimism that fills Ecuadorians with pride and determination.

We also developed a platform for the 2022 World Cup in Qatar, with the objective of awakening Ecuadorian pride and nurturing the soccer spirit.

Because Ecuador is great, always has been, and its history is full of great stories, of eternal moments that united the country around the national team and the pride of being Ecuadorian.