Pilsen Beer
AB InBev
2025
FIELDS OF GLORY
Football is sacred in Medellin, Colombia. But concerts at the city’s stadium were delaying matches, hurting performance, and damaging the field. So with Pilsen, the beer that’s supported local football for decades, we turned its ingredients into a turf recovery formula.
After 2 years of work and 10 months of research, Pilsen became part of the stadium’s irrigation system in 2025 helping the field recover 3x faster, using 50% less fertilizer and saving 150L of water per cycle.
For the first time, a sponsor isn’t just on the jersey. It’s in the field.
RECOGNITIONS
CANNES LIONS / BRONZE / ENTERTAINMENT LIONS FOR SPORT
CANNES LIONS / S.H. / ENTERTAINMENT LIONS FOR SPORT
AB InBev
2025
FIELDS OF GLORY
Football is sacred in Medellin, Colombia. But concerts at the city’s stadium were delaying matches, hurting performance, and damaging the field. So with Pilsen, the beer that’s supported local football for decades, we turned its ingredients into a turf recovery formula.
After 2 years of work and 10 months of research, Pilsen became part of the stadium’s irrigation system in 2025 helping the field recover 3x faster, using 50% less fertilizer and saving 150L of water per cycle.
For the first time, a sponsor isn’t just on the jersey. It’s in the field.
RECOGNITIONS
CANNES LIONS / BRONZE / ENTERTAINMENT LIONS FOR SPORT
CANNES LIONS / S.H. / ENTERTAINMENT LIONS FOR SPORT
