We united 50 weavers from 4 different communities for the first time to put together an extraordinary piece of work: The first handmade weaved Inca billboard, respecting the traditional techniques of their ancestors to get the country’s attention. Our insight: rediscovering and reclaiming the art of your past can create a sustainable cultural movement in your present.

The billboard was set up in a strategic point in the center of Cusco, our brand’s hometown. Cusquena brought together the local community to show this amazing billboard as part of the newest city icons, making a forgotten cultural tradition, one of the most appreciated contemporary arts.

These artisans, became the makers of the campaign and led the production with major lifestyle brands to develop customized products with genuine Inca textiles, to start the process of generating a constant and steady source of income for their families and improve their quality of life.

The brand started by providing a knowledge development program for artisans to ensure their production quality. This program was necessary for educate weavers with basic subjects such as math, measurement units and resource management.

We decide to combine the ancestral weaving technique with the modern industrial textile. Alpaca yarns naturally dyed with minerals and different plants with the newest materials from the top brands in the market were used to create one of the most unique, customized and different type of merchandising in the category.

To reinforce the uniqueness of each product, the weavers made different symbols for each product of the collection: The “Pallay Pagarly”, that represents the passion of women with their art and “Ñawi” that represents the future of andean textiles. In this way, both Cusquena and Peruvian textiles were showcased in new retail environments all over the country.

Cusquena achieved great results, reconnecting with its audience and increasing sales as well as brand consideration during the promo.

- Cusquena sales increased by +8% nationwide.

- 5,000 products where exchanged in 12 days.

- +3pp of Brand Consideration.

- The Ministry of Culture supported the campaign and the incan textile art, taking an advertising piece (The weaved Inca billboard) for the first time as a centerpiece of the new Pachacamac Museum, starting in this way a governmental effort to diffuse this art.

- +7 million people reached and +US$500,000 in free press.

- Over 70% income increase in the artisans’ communities (2015 vs 2014).

- 60% of all Peruvians in social media were reached by the campaign.

- 85% positive brand’s sentiment.

- +3.2 million views of the branded content.