Cristel Beer creates new shade for Peru’s official football shirt.
Peru’s football fans dress in red – the colour of the country’s flag – every time the team plays. And, because the 2018 Fifa World Cup in Russia will be the first time Peru has participated in the contest for 36 years, it’s a pretty big deal for fans.
So to mark the occasion, sponsor Cristel Beer is giving Peruvians the chance to create a new shade of red for the team’s official shirt by submitting the colour of their blood. The El Rojo de Todos (the Red of All) campaign has seen the beer brand partner with a non-profit that promotes blood donation to encourage fans to give blood at dedicated centres. Or, if fans aren’t keen on needles, they can take a photo of their forearm with their smartphone pressed up against their skin to create a red photo.
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