Quilmes is the most important brand in Argentine history. Along with tango, Maradona and dulce de leche, it is one of the icons of the country. It is such a beloved brand that many people have even tattooed its logo. Its ads have not only won at Clios several times, but also have a special place in people's hearts, specially when it comes to football. Schneider, on the other hand, is a much more humble brand. It has less history, less budget and even a name that is almost impossible to pronounce in the country. Something of a David and Goliath story. However, we found an opportunity. In the midst of an unprecedented sports crisis, Quilmes decided to stop being the official sponsor of the Argentine national football team. After 28 years without winning any championship, the relationship between Quilmes and the national team came to an end. It was then that Schneider took its place. And what happened next surprised everyone. With Messi as the leader, Argentina broke the curse and won the Copa America, the Finalissima and the FIFA World Cup. Then, in one of the most superstitious countries in the world, we presented ourselves as the lucky sponsor. People accepted it immediately. They began to consider us a lucky charm and to thank us for bringing them good energy. And for Quilmes, to start being called jinx was a death sentence.