Goles Eternos - Colo-Colo
About the case
Goles Eternos is an initiative by Colo-Colo (in collaboration with the agency MGC Global Group) launched as part of the club’s centenary.
Video case
Key people involved
| Polo Díaz |
Goles Eternos is an initiative by Colo-Colo (in collaboration with the agency MGC Global Group) launched as part of the club’s centenary.
| Polo Díaz |
Aurelia Noel is Global Head of Innovation at dentsu X and a recognised voice on the intersection of technology, creativity, and human potential. Throughout a career spanning more than 25 years, Aurelia has helped some of the world’s most influential brands navigate waves of change from the rise of digital in the early 2000s, e-commerce in 2010s to today’s AI-driven transformation. Passionate about the power of innovation to create meaningful progress, Aurelia champions the responsible use of technology, the mentorship of future-ready talent, and the role of creativity in solving complex business and societal challenges. As a leader, mentor, and advocate for AI literacy and responsible growth, Aurelia is driven by a simple belief: the most impactful innovation is the kind that improves businesses, empowers people, and creates lasting value for society.
Camila Farías García is the CEO and founder of RC Farías Marketing & Publicidad, a LatAm agency built on a single rule: creativity is only as good as its business impact. Since 2007, she has solved high-stakes problems rather than just designing assets—leading campaigns for global heavyweights like Nintendo, Oracle, Salesforce, Ray-Ban, Cinecolombia, and Mapfre. Under her leadership, the agency manages five specialized business units and recently expanded into Mexico City in early 2026.
In 2018, Camila launched Constellation Global Network, an independent agency network now uniting over 40 firms across 20+ countries worldwide. A respected judge and speaker at global industry events—including the Luum Awards (Switzerland), Wina Festivals (Los Angeles), and the 2026 Effie Awards Colombia—she evaluates work on pure strategic coherence, proving that real creative thinking drives measurable results.
Agustín Herrero is a marketer with over 15 years leading projects across more than ten countries, and has spent his career at the intersection of creativity, strategy and technology. As COO of UV Agency, he has worked with global brands such as Disney, Heineken, L’Oréal, Philips and Under Armour, integrating strategy, creativity, media and data to help brands grow in ways that last. He has judged some of the industry’s most respected juries, including the New York DMA International ECHO Awards, Saniss Awards, FIAP Awards, EXMA Global and IAB MIXX, always drawn to work that combines strategic thinking with real impact.
Cristina Iregui Casas is a Colombian marketing leader with more than 15 years of experience driving growth, building brands, and advancing innovation across consumer goods, retail, and e-commerce companies in Latin America. She currently serves as Director of Creativity, Experiences, and Content (DEC) at Alpina, where she brings together communications, design, and emerging technologies, including artificial intelligence, to support the company’s business goals.
Throughout her career, she has held leadership positions including Marketing Manager at falabella.com in Chile and Brand Manager for Poker at Bavaria, having begun her career in strategic planning at agencies such as Lowe SSP3. She holds a degree in Business Administration from CESA and a master’s degree in Strategic Design from Parsons School of Design at The New School in New York, and has pursued additional studies at MIT. She has built a professional following of more than 5,700 and earned industry recognition through initiatives such as CREMA ADLATINA’s “The Future of Advertising” and Best Marketeer Under 40 LATAM.
Ger Roe is a partner and Board Creative Director at Publicis Dublin, where he leads multidisciplinary creative teams across a portfolio of major global and Irish brands, including Heineken, Nescafé Global, Virgin Media, PTSB Bank, AXA, SPAR and Tayto.
Recognised as one of the world’s leading creative talents and one of Ireland’s most awarded creatives, he was ranked among the Top 10 Creative Leaders in The Drum’s 2025 Creative Rankings. His work has won more than 25 Cannes Lions and hundreds of national and international awards across virtually every major creative discipline, including multiple Grand Prix and Gold wins at Cannes Lions, Clio, D&AD, The One Show, Eurobest, LIA and The Drum.
His reputation has seen him invited to deliver keynote presentations, participate in industry panels and contribute to global podcasts and creative forums. He currently serves as a judge for LBB’s Monthly Cut and has also judged at Cannes Lions, The One Show and Immortals Europe. He previously spent 10 years on the board of the Institute of Creative Advertising & Design (ICAD), reflecting a long standing commitment to developing Ireland’s creative industry and wider creative community.
Alongside his role as Board Creative Director, he specialises in building brands, creating memorable brand experiences and developing ideas that connect with people while delivering tangible business growth.
Gia Rainero is an advertising professional and digital marketing strategist with ten years of experience leading creativity, strategy and innovation for consumer brands. She is the co-founder and CMO of Goodway, Ecuador’s pioneering adaptogenic functional food and beverage brand, where she leads brand development, creative direction and digital growth. Her work has centered on opening and developing the adaptogen category in Ecuador, taking a new proposition from concept to real connection with the consumer. She believes in creativity and strategy as tools to contribute to the growth of the wellness market in Latin America.
“Syed Shuja Hussain is an award-winning Creative Director and Art Director, born and raised in Dubai, with more than 20 years of experience creating ideas for brands people know, love, and occasionally argue about.
His career has taken him through leading agencies including Havas Worldwide, Impact BBDO, FP7/McCann, and Leo Burnett, before joining Dubai World Trade Centre as Creative Director and Acting Head of Brand Management. Along the way, he has worked with brands such as Ferrero, Pepsi, Visa, McDonald’s, Burger King, Mastercard, KFC, Sanofi, Starbucks, Primark, Dubai Tourism, Dubai Police, Emirates NBD, Babyshop, and Home Centre.
His work has been recognised across major international award platforms, including the Dubai Lynx, Clio Awards, Gerety Awards, Caples Awards, WARC Awards, and MMA SMARTIES.
Shuja’s work sits at the intersection of strategy, culture, design, storytelling, and strong visual craft. He enjoys finding the simple human truth inside a brief and turning it into an idea that can travel across screens, streets, conversations, and award rooms.”
Creative Marketing Strategist | Divisional Director at Marketing Edge | Global Jury Member – Native Advertising Awards & AME Awards | Champion of African Storytelling in Global Advertising
I am a passionate and result-oriented creative marketing strategist with nearly two decades of experience across journalism, public relations, and integrated marketing communications. As the Divisional Director at Marketing Edge Publications, Nigeria’s foremost multi-channel media group, I provide strategic leadership that drives brand visibility, market influence, and global relevance.
Lukas spent the first part of his career at Ogilvy NY, moving on to Uncle Grey in Copenhagen before co-founding Worth Your While, one of Denmark’s most creative agencies. WYW operates under the mantra “You might die tomorrow. Make today Worth Your While” – and is a direct reaction against overly corporate, large-scale agency networks.
He has been a driving force behind the agency’s strong position, which in 2025 earned a Grand Prix at the TRUE Award, Cannes Lions, D&AD shortlists, and a spot on The Drum’s list of the world’s hottest independent agencies. Lukas leads the agency with courage, ambition, and uncompromising creative excellence and his international outlook and consistent track record of awards.
Anna Gudmundson is a seasoned business leader with 20+ years of experience in exponential technologies. As the CEO and co-founder of Sensate, she is tackling one of the world’s most pressing challenges: stress and mental health. By combining cutting-edge science with ancient practices, Sensate creates innovative solutions to help people manage stress, build resilience, and enhance their overall well-being.
Anna has driven transformational change across both B2B and DTC tech sectors, including mobile, social data, and wearable/fitness tech. As a passionate advocate for human potential, she champions conscious entrepreneurship and prioritizes a culture that fosters personal growth, transparency, and collaboration. In addition to her work at Sensate, Anna is a certified Alchemy Breathwork practitioner and meditator, committed to integrating wellness practices into her life and leadership.
Anna’s work bridges the gap between technology and wellness, inspiring others to embrace tools that cultivate a balanced, empowered life.
Minahil Waqas Rather is a growth marketing leader based in Dubai with 10+ years of experience spanning tech, fintech, ride-hailing, real estate, and banking. She currently serves as Senior Growth Marketing Manager at Spotify, owning subscriber growth across the MENAT+ region . Her career includes roles at Google, Careem, Emaar, and Bank Alfalah, with a consistent focus on data-driven subscriber acquisition, strategic partnerships, and scaling revenue across emerging markets.
André Baldez Bolognesi is a Brazilian strategist and entrepreneur with more than 20 years of experience across communications, business, technology, energy and infrastructure. In recent years, his work has focused on the physical challenges created by the expansion of artificial intelligence, particularly energy, cooling and digital infrastructure.
He is Co-Founder of WASTAI and the developer of the Waste-to-Data concept, an integrated infrastructure architecture connecting municipal waste treatment, energy recovery, cooling and computational capacity. André has presented his work at innovation, energy and infrastructure forums and summits in Brazil and internationally, bringing the Waste-to-Data discussion to audiences at the intersection of AI, energy, cities and infrastructure.
Clinical Geneticist and Full Professor at the University of Chile, where she heads the Genetics Section at the University Clinical Hospital and directs the Clinical Genetics Specialization Program. She has held leadership positions in SOCHIGEN, CONACEM, RENACH, and RELAGH. Her research focuses on the prevention of congenital anomalies and the genetic and epigenetic causes of spina bifida and non-syndromic cleft lip and palate.
Tania Ramos is Senior Director of Staff Capabilities at Mercado Libre Mexico, a position she has held since 2020. She is a strategy expert, with over a decade of experience in global technology and pharmaceutical companies such as Uber, Pfizer and Sanofi, prior to joining Mercado Libre. She has played a key role in strengthening business strategy, designing planning models, advanced analytics and revenue management, including a sales forecasting model with -1% accuracy that is now a regional benchmark for the operation. In her current role, she leads the company’s strategic capabilities in Mexico, working directly with senior leadership on defining the country strategy, P&L performance and investment decisions, with a scope covering pricing, market intelligence, strategic partnerships and on-site experience. At 34, she is the youngest executive in Mercado Libre Mexico’s leadership team and an active voice in media outlets such as Reforma, El Heraldo, ANTAD, GS1 and AMVO FWD, as well as a mentor to other women. In 2026, she was named one of the 100 Most Powerful Women in Business in Mexico by Expansión magazine. She holds a degree in Industrial and Systems Engineering from Tecnológico de Monterrey, with a specialization in finance.
An advertising professional with a master’s degree in Marketing Management and Commercial Strategy and over 15 years of experience in marketing and communications.
She has led major projects for brands including Falabella, BDF, Walmart, and Open Plaza shopping centers in Chile and Peru.
Ananya has spent more than a decade helping design the technology that makes modern devices and artificial intelligence run faster and more efficiently. As a performance architect, he has held senior engineering roles at some of the most influential names in technology, including Apple, Google, Samsung, and MediaTek.
He is also a published author on computer performance, with a knack for cutting through complexity to recognize what truly sets an idea apart. Drawing on experience that spans the full arc of the tech industry, from foundational engineering to the systems powering today’s AI, he brings a sharp, practical eye for innovation by valuing what is original, feasible, and built to make a real difference in the world.
Dina Abdelazim thrives where data meets creativity. Digital gamechanger and brand storyteller with a passion for turning bold ideas into market-shaking results. As a fearless media strategist and mentor, she’s led culture-moving campaigns and launched digital magic for Coca-Cola and Africa’s hottest brands. If it’s fast, fresh, and future-focused, she’s in—always ready to connect, inspire, and elevate what’s next in the industry.
For the past 31 years, I have explored every corner of the foodservice industry. I began in the most entry-level position in a restaurant, and that journey gave me firsthand experience across every aspect of the operation—from stewarding, cashier, and dining room service to ultimately serving as President of the world’s largest foodservice multinational in Colombia.Today, as a consultant for national and international restaurant brands, I remain convinced that lasting success is built by truly understanding the business from the ground up and by always putting the customer at the center of every decision.
Trusted video advisor and strategic leader with over 17 years of experience delivering long-term video revenue growth in digital media and products by structuring new businesses, implementing high-impact monetization strategies, and fostering exponential audience expansion. My approach centers on delivering measurable value to brands and optimizing user satisfaction. I excel at leading digital transformations, creating profitable B2B and B2C products, and executing ROI-driven advertising campaigns. My passion for teaching, research, and business intelligence, combined with a strong data-driven approach, empowers me to make strategic decisions in dynamic and uncertain environments.
Dr Glen Hagemann is a seasoned medical and healthcare professional whose career spans over three
decades of clinical, academic, and executive leadership roles across South Africa, the United Arab Emirates,
and elsewhere internationally. With qualifications in medicine, anaesthesiology, sport and exercise
medicine, and telemedicine, he has pioneered integrative models of care that draw on elite sports
performance, preventive health, and precision medicine. Throughout his career, he has consistently aligned
technological innovation with human-centered healthcare, making a significant impact on precision health,
longevity, and high-performance systems.