We turned every stadium into a live roulette. In Colombian soccer, when the ball ends up in the stands, it’s usually a sign of failure: missed shots, poor accuracy, wasted time. With just 52 minutes of actual playtime in a 90-minute match, frustration often outweighs celebration. But Águila, the official beer of Colombian soccer, turned failure into joy. Stadium Roulette transformed every stadium into a giant game of chance. If a fan caught the ball, they won a full season pass, a year of free Águila, and the chance for their entire section to win beer too. The experience also went digital—fans at home could predict where the next ball would land for prizes. What started as the worst shots of the season became the best moments of the year—reminding fans that even in frustration, there’s always a reason to celebrate with Aguila.