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Budweiser Crowns Lionel Messi the Undisputed King of Football after Record-Breaking 644th Goal with Barcelona

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To further celebrate this once in a lifetime achievement, Deutsch NY's marketing effort includes a limited run of 644 bottles individually numbered to represent every goal scored

Budweiser Crowns Lionel Messi the Undisputed King of Football after Record-Breaking 644th Goal with Barcelona

Budweiser has this week crowned Lionel Messi the undisputed King of Football after he scored a record-breaking 644th goal for Barcelona. A record previously held by Brazilian legend Pele for 46 years, Lionel Messi has scored the most goals for a single club in the history of professional football - a historic feat that many experts believe will stand for generations.

To mark the moment, Budweiser has released a short film, created by Deutsch New York, titled ‘Kings aren’t made overnight’, featuring the limited-edition Lionel Messi bottle custom designed to celebrate his journey to greatness. 

On scoring his record breaking 644th goal, Lionel said: “20 years ago, I began a journey determined to be the best player I can be and it has taken sacrifice and hard work to score every one of the 644 goals with the help of my teammates. Hopefully fans around the world will find inspiration in my story to commit to their craft no matter how hard the journey because everyone can achieve greatness if they believe in themselves.”

“Scoring 644 goals for a single club doesn’t just prove that Messi is a great footballer." added James Cowie, Deutsch NY executive creative director. "It also reveals a great deal about Messi’s character – the loyalty, ambition and dedication that have always made his journey with Barcelona so unique. Yes, Messi is great on the pitch. But it’s those values that we think are the true mark of a king.”

To further celebrate this once in a lifetime achievement, the marketing effort includes a limited run of 644 bottles, individually numbered from one to 644 to represent every goal scored. Each bottle will be gifted to the 159 goalkeepers Messi scored against, including greats such as Gianluigi Buffon, David de Gea and Jan Oblak. Each bottle recognises the role each goaltender has played in pushing Messi to greatness along his 20-year journey toward breaking the record.

In September, Budweiser announced a long-term partnership with Lionel Messi, introducing the collaboration with a short film titled They Say to inspire fans to never give up on greatness. Budweiser’s creative partner Deutsch New York created the film.

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Client: AB InBev, Budweiser

VP Global Brands, (Budweiser, Corona, Stella Artois, Michelob Ultra): Richard Oppy

VP Global Marketing, Budweiser: Steve Arkley

Global Advertising Director, Budweiser: Andrew Oosterhuis

Global Marketing Director, Budweiser: Chad Lafeldt

Head of Global Partnership Marketing, AB InBev: Eelco van der Noll


Agency: Deutsch New York

Chief Creative Officer: Dan Kelleher

Executive Creative Director: James Cowie

Creative Director: Heather English

Creative Director: Marques Gartrell

Sr. Art Director: Jeffrey Rozman

Sr. Copywriter: Chris Wernikowski

Sr. Copywriter: Michael Philbin

Sr. Art Director: Ashley Centrella

Sr. Designer: Chris Kelley

Content Production

EVP, Director of Integrated Production: Joe Calabrese

Sr. Producer: Andrea Segura

Account Planning

Chief Strategy Officer: Matt Baker

VP, Group Strategy Director: Andrew Quay

Senior Strategist: Alex Rakestraw

Account Management

Group Account Director: Andrew Arnot

Account Director: Madalyn McLane

Account Executive: Hannah Duchardt

Project Management

Project Manager: Rich Gladis

Business Affairs

Director of Integrated Business Affairs: Maria Taris

Group Director, Integrated Business Affairs: Stacy Schwartz

Sr. Business Manager: Nikki Balekjian

Editorial and VFX

Editorial & VFX: The Mill


Executive Producer: Heath Raymond

Producer: Kevin Liu/Zach Fortin

Production Coordinator: Katharine Mulderry


Editors: Ryan McKenna and Matt Campbell


Lead: Keith Sullivan

Lead: Marco Baratto

Assistants: Yoon-sun Bae, Kyle Cody, Taner Besen, Luke Midgley, Ben Vaccaro


Lead: Kevin Ives

Lead: Tom Bardwell and Aldo Martinez Calzadilla


Director: Chet Hirsch

Creative Director: Mario Stipinovich

Lead: Thomas Heckel, Steven Guas, Devin Hayes, Tyler Scheitlin

Sound and Music

Sound Design & Mix: Barking Owl

Sound Designer: Morgan Johnson

Mixer: AJ Murillo

Creative Director: Kelly Bayett

Producer: Ashley Benton

Music: ‘Only One King’ Dizzee Rascal

Categories: Beers, Alcoholic Beverages

Deutsch NY, Thu, 24 Dec 2020 09:32:23 GMT