Ramos.

A soccer superstar, the soul of Real Madrid, a man who carries controversy, but insists on self-definition.

His self-definition is expressed almost exclusively through [tattoos] carved in this particular way.

In his autobiography "Courage, Character and Passion", he has explained in detail the 19 tattoos on his body, which include his attitude towards his own life, but also his adherence to his beliefs, and the confidence and enthusiasm of "I am on my home turf".

Budweiser chose three of his most iconic tattoos from his dazzling array of tattoos and designed them into a limited edition Ramos aluminum bottle to convey the belief that "I'm on my home turf".

"Tattoos" in the current environment of social opinion, almost has become a "forbidden word" like the existence of the public can not appear directly in the brand publicity. So Budweiser used this "unspeakable secret" to make a commercial ......

In KV's creative concept, considering the tattoos' "pictorial properties", the 180 Creative team used a combination of illustrations and Ramos' real life to emphasize the iconic significance of the three tattoos for Ramos.

From the first draft of the illustration lines, to the coloring of the finished draft, revision after revision, the detailed elements are constantly simplified, and in the choice of hues, 180 uses the pure #red theme # to show the powerful aura of Ramos ruling the home field.

I-TATTOO

In this campaign, 180 took the lead in spreading the visual KV across major mainstream websites as well as professional sports apps such as Knowball by combining online communication + offline experience.

And, through the KV image of the main visual on the opening screen, fans and consumers are led to go to Jingdong Super Day to grab Ramos' limited edition aluminum bottle!

Immediately following.I-TATTOO, the tattoo art flagship store in cooperation with Budweiser, quickly led a wave of offline "card" boom, becoming the most distinctive highlight of the campaign, attracting many tattoo enthusiasts and fans to go there in droves.

With this whole wall of propaganda vibe driving us, who wouldn't want to honor Ramos by getting the same tattoo in his honor as well.

Ramos' tattoos epitomize his accomplishments and beliefs as a representative of the dominant home side.

 Unable to express the significance of the tattoo for Ramos directly and literally, 180 uses a series of grand and detailed illustrations to tell the story of Ramos and his tattoo. And through online dissemination and offline experience, let more Ramos his fans and tattoo enthusiasts, to feel the significance of these iconic patterns for him.