The FAUD and Quilmes join forces in the Made for the Earth campaign

The School of Architecture, Urban Planning and Design (FAUD) of the Universidad de Mendoza He actively participated in an innovative creative collaboration for the El Gordo al Arco 2026 campaign. This physical and audiovisual action highlighted the inseparable link between art, neighborhood identity and the king of sports in Argentina.

The Art of the Pasture

The project involved creating 20 pairs of soccer cleats, which will be transformed into works of art by design students at our university. The goal was to communicate the aesthetic and emotional similarities between the creative process and the kind of soccer that originates on the dirt field.

The campaign's narrative, titled "Made for the Earth," aims to remind us that before the trophies and the gold, there was the mud and the essence of the neighborhood. The customized cleats will be used in the filming of an advertisement for a match played on a dirt field, showcasing the real wear and tear of the game on the artwork.

Project highlights

Institutional Collaboration, a joint work between UM (FAUD), Quilmes and the production company Kids On Coffee.

Local talent students were responsible for bringing the campaign's visual identity to life through their interventions.

Creative Concept: the idea of ​​achieving a reference to football glory (boots made into art) without forgetting the origins (the mud).

Audiovisual Production: Cinematic shots were made focusing on movement and passion, capturing the essence of the encounter on the playing field.

Commitment to Creativity

For Universidad de MendozaThis experience represents an invaluable professional networking opportunity for its students, allowing them to participate in large-scale communication projects and apply their technical knowledge in real-world scenarios of today's advertising industry.