Cannes Lions
OUR CULTURE
MULLENLOWE DELTA, Quito / ABINBEV / 2020
Overview
Entries
Credits
Overview
Background
Ecuador. A country full of traditions, but Ecuadorians themselves do not know. We are Pilsener beer, the Beer that represents the culture of Ecuadorians, so how to bring that culture to the whole country with a limited budget?
Idea
We put that same culture in all our image brand and packaging.
“El Diablo Huma”
Which represents the duality between the sun and the moon.
“EL Payaso”
The clown with his joy and laughter.
“La Reina”
The Queen, who represents the care of the earth.
When you open a Pilsener Beer,
You uncover the pride of our culture.
Execution
We use all the elements that represent the country, fabrics, wood, stone, thread and more, to represent the three icons of ecuadorian culture.
“El Diablo Huma”
Which represents the duality between the sun and the moon.
“EL Payaso”
The clown with his joy and laughter.
“La Reina”
The Queen, who represents the care of the earth.
Outcome
The 360 ??campaign in which these pieces were part, had the following results:
+ 8.3% in sales, the objective was an increase of 5%.
2.1% affinity with the brand.
Increased in sales of cans of 18%
+ 19% in hectoliters of sale.
120% growth in interaction with the brand.
Similar Campaigns
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