The "Braids of Freedom" campaign by Aguila beer brand is relevant for Glass: The Lion for Change because it addresses a significant social issue and uses creativity and advertising as a force for positive change. The campaign promotes female entrepreneurship and empowerment in Colombia, a country where women often face significant barriers to starting and running their own businesses. By using traditional braids as a symbol of female entrepreneurship, the campaign highlights the cultural significance of braids in Colombia and draws attention to the important role of women in the country's economy. The campaign not only drives business growth and economic empowerment for women but also challenges cultural stereotypes and gender roles, making it a powerful example of how advertising can be used to promote social progress and cultural change.

As a brand, Aguila beer has always been committed to promoting gender equality and empowering women. The "Braids of Freedom" campaign was an effort to bring attention to the struggles and triumphs of female entrepreneurs in Colombia, highlighting the unique challenges they face in a male-dominated society. The campaign employed braids, a symbol of freedom and strength for many Colombian women, to mark the locations of female-led businesses and encourage people to support them.

The campaign was an important step towards promoting gender representation and highlighting the contributions of women to society. It aligned with Aguila's values of inclusivity, diversity, and empowerment, and demonstrated the brand's commitment to social responsibility. The brief for the campaign was to create a movement that would inspire people to take action and support female entrepreneurs, with the objectives of increasing participation and revenue for these businesses.

According to the World Economic Forum's Global Gender Gap Report 2021, Colombia ranks 84th out of 156 countries in terms of gender equality. Women in Colombia face challenges such as a gender pay gap, limited access to education and employment opportunities, and gender-based violence.

The "Braids of Freedom" campaign by Aguila beer aimed to address some of these gender inequalities by promoting and supporting female entrepreneurship. By highlighting the locations of female-led businesses and providing resources and support for women to start their own businesses, the campaign empowered women and challenged traditional gender roles and expectations. The campaign also aimed to raise awareness and spark conversations about gender inequality in Colombia, using the powerful symbol of braids to make a statement about female strength and resilience.

The creative idea behind was to leverage the 400-year-old tradition of hiding maps and routes in braids to help Colombian women achieve economic freedom. The strategy was to mark the location of female-led businesses that were not appearing on any map and turn them into braids. This would enable customers to scan the braids and discover the path to the nearest store and support it, join the movement by registering their own businesses, or enrol in ABInBev entrepreneurship programs. This exclusive initiative for women aimed to promote economic independence and empowerment.

The creative strategy directly influenced the execution of the campaign, as it enabled the brand to tap into the rich cultural history of the region while addressing a real issue that was affecting women. The use of traditional braids to mark the location of businesses created a strong emotional connection with the audience, as it celebrated their

The "Braids of Freedom" initiative's strategy was to address the issue of economic dependency and gender inequality in Colombia by empowering female entrepreneurs and supporting economic growth. To inform this strategy, the campaign conducted research to identify the extent of the issue and the potential impact of empowering female entrepreneurs. The target audience for the campaign was Colombians, with a specific focus on women who feel constrained by economic dependency.

The approach was to leverage a 400-year-old tradition to promote female entrepreneurship and create a symbol of liberation for women. The campaign marked the location of hundreds of female-led businesses and turned them into braids, which could be scanned to reveal the path to the nearest store, supporting the businesses and communities they serve. The campaign also offered entrepreneurship programs that can appeal to B2B clients seeking to support small businesses and entrepreneurs.

The "Braids of Freedom" initiative was executed through a multi-channel approach, including social media, digital platforms, and traditional media outlets. The campaign launched in 2022 and ran for several months.

Implementation included partnering with local braiders to create the braids, marking the location of hundreds of female-led businesses, and designing the technology that enabled users to scan the braids to reveal the path to the nearest store. The campaign also offered entrepreneurship programs, which provided tools and skills to aspiring entrepreneurs.

Placement included social media platforms such as Facebook and Instagram, as well as digital platforms, including the campaign's website, where users could register their business and join the movement. Traditional media outlets were also used to promote the campaign and raise awareness.

The scale of the campaign was nationwide, with a focus on supporting female-led businesses across Colombia. The campaign received widespread media coverage and generated significant engagement.

The Braids of Freedom campaign had a significant impact on both the brand and wider social and cultural space. It helped to promote gender equality and empowerment by highlighting the contributions of female entrepreneurs in Colombia. The campaign resulted in increased brand association and consumer awareness around gender representation, with the Aguila beer brand being seen as a supporter of women's entrepreneurship and gender equality.

In the long term, the campaign had a positive impact on women's economic empowerment in Colombia, with over 20,000 businesses joining the platform and businesses registered on the site seeing a 26% increase in revenue. The campaign also helped to change behaviour by encouraging people to support and patronize female-led businesses.

Overall, the campaign had a positive impact on brand perception, with Aguila being seen as a socially responsible brand that supports gender equality and women's economic empowerment.

In Colombia, there is a strong cultural tradition of women taking on domestic and caregiving roles within the family, which can lead to economic dependency and limited opportunities for professional and personal growth. This cultural context makes the issue of economic empowerment for women particularly relevant and important in Colombia.

Additionally, the history of the women of San Basilio de Palenque is a source of pride and inspiration for many Colombians, and is recognized as an important example of resistance against oppression and slavery. By drawing on this history and tradition, the Braids of Freedom initiative was able to resonate deeply with the cultural values and aspirations of many Colombians.

Furthermore, the use of braids as a symbol of freedom and empowerment also has cultural significance in Colombia, as it is a common hairstyle for women and has been associated with cultural identity and pride.