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MULLENLOWE DELTA, Quito / CERVECERÍA NACIONAL / 2022
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Cultural / Context information for the jury
For a very long time we have seen this way of protecting our homes, both in Ecuador and in all of Latin America. This discovery is a tradition. For Pilsener, this is a clear example that we are part of the history and culture of our country. This is why we are looking for real homes, real families, to pay homage to.
Pilsener is a brand that has evolved and become an icon of Ecuadorian culture. This is why the brand – in its communication, advertising, PR and digital presence – needs to link itself with local traditions and people, creating a deep connection with the roots of Ecuadorian culture.
Creating a campaign with an insight that is very “ours” and that represents us. The broken glass on top of a house’s enclosure is a means of protection that has transcended and become part of our customs.
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