Let the Cup begin, let the party begin.

From the navel of the world comes a golden generation, raised between the flavor of our beaches and the temper of our highlands. Young, confident Ecuadorians, who know that their moment has arrived… Or rather: that our moment has arrived. Because it is not theirs, it belongs to all of us. Because in the leadership of Hincapie, in the elegance of Moises, in the mischievousness of Estupiñan there is also us, a little piece of every Ecuadorian. La Tri is the tip of the iceberg, the smoke of a volcano about to explode. They are what can be glimpsed on the surface, the visible face of a golden present, the reflection of a united country, which today more than ever grows and flourishes. They are on top, we are below: shouting, encouraging, pushing… lending them our shoulders to reach up and lift them up: “Come on, boys, “pa’ arriba la primera” (up with the first one).

We had the honor of collaborating with Pilsener, Ecuador’s most emblematic beer brand, in a special edition that is the continuity of a whole strategic process of the brand. Pilsener is not only synonymous with tradition, but also represents the spirit of the country, the love of soccer and the joy of celebration. Therefore, when we were presented with the opportunity to design the special edition can for the Copa America, the most important soccer tournament in the continent, we accepted the challenge of giving continuity to what the brand has built for soccer, the fans and the country.

We understood that this can should encapsulate the essence of Ecuador and its fervor for soccer. Our creative team immersed itself in Ecuadorian culture, extracting iconic elements that resonated with national pride. The design fuses vibrant colors, patriotic symbols and the unmatched energy of Ecuadorian fans. Every stroke and detail was designed to evoke the feeling of unity and hope that only soccer can awaken in our hearts. Likewise, the brand came from a new strategic approach “Pa’arriba la primera”, a cry of optimism, filling Ecuadorians with pride and determination.

For us, this project has been more than a job; it has been an opportunity to contribute to the legacy of a brand that is an integral part of the Ecuadorian identity. We are proud to have been part of this tribute to soccer and to the passion of a country that lives and breathes sports. At Panorama, we remain committed to delivering products that excite and connect with people. This project with Pilsener is a sample of what we can achieve together, and we hope to continue collaborating in future initiatives that celebrate the best of Ecuador and its people.