These Bottles Don't Just Protect Beer. They Protect People
The city of Arequipa, Peru, has huge UV radiation exposure, but most inhabitants aren't aware of the risk factors. So, AB InBev's Arequipeña and VMLY&R partnered with Por Un Perù sin Càncer (For a Cancer-Free Peru) on a campaign that artfully provides information and protection.
Arequipeña bottles boast UV 400 safeguards to help maintain the beer's integrity against the sun's harmful rays. The agency cut up hundreds of these containers to create tiles, then attached them to bus stops and bars. Now, the tiles serve as shields for Arequipa's citizens.
These installations include signage providing details on cancer prevention. Through a QR code, people can schedule check-ups with Por Un Perú sin Cáncer.
Many brands struggle to express their local relevance. Here, Arequipeña’s used its packaging to extend a literal umbrella over the population that supports it.
"We have the highest radiation levels in the world, but also a great duty to inform, generate conversation and, above all, prevent," says Tin Sánchez, ECD at VMLY&R Peru. Sànchez touches on a crucial point: Because we are all connected to a global economy, the health of a local economy is the biggest factor in determining the health of a population.
While the former isn't the best measure for the latter, the power of this belief means corporations bear a responsibility they perhaps didn't ask for, but possess nonetheless. What's more, the installations are beautiful, providing not only practical but unique aesthetic value to the city.
"What has always been, and will always be, the most important thing to us is our people," says Diego Devoto, director of Arequipeña Beer. "That's why we believe it’s relevant to contribute to creating awareness about this serious issue, and this time we’re doing it by using our own bottles, which because of their characteristics carry the protection that the people in Arequipa need to conduct their daily activities while protected from sun radiation."
Advertiser: Arequipeña Beer / AB InBev
Core Brands Director: Diego Devoto
Regional Brand Manager: Valeria Martínez
Brand Manager: Daniel Villarán
Brand Lead: Fernando Salas
Agency: VMLY&R Peru
CEO: Eduardo Grisolle
ECD: Tin Sánchez\
Creative Director: Coqui Soto
Creative Director: Beto Noriega
Art Director: Oscar Gonzales
Creative Copywriter: Luis Alburqueque
Account Director: Raúl López-Guerra
Account Supervisor: Brenda Ruiz
Account Executive: Dessiré Gutiérrez
Production Director: Malena Mellado
Producer: Giselle Navarro
Production Company: Ka&O
Film Director: Giacomo Cochella
Art Director: Sandro Angobaldo
Structural Assembler: Eddy Mérida
Assistant Director: Maria Jose Henao
Investigation: Alessandra Paccini, Andrea Martell, Maria Ocoña
Executive Producer: Silvia Kamisato
Production Coordinator: Claudia Nuñez
Assistant Producer: Valentina Corpancho
Director of Photography: Renzo Rivas
Production Manager: Los Javieres. Javier Uriarte, Javer Mendieta y Juan Carlos Salcedo
Producer: Jose Miguel Torres
Product Treatment: Napo Quintana
Administrator: Meche Berrospi
Focus Puller: César “Chengue” Vallejos
Camera and Data Assistant: Sophie Cuadra
Drone: Mario Nakasone
Gaffer: Aldo Gutti
Technicians: Alerssandro Carughi
Camera and Lights: G y G
Casting: Miryam Montes
Filmmaker Cusco: Manuel Llanos
Filmmaker Arequipa: Dennis Mayhua
Supervisor: Armando Sipan
Off, On & Color: Ka&O / Lunatic
Audio & Music: Humanimal
Non Governmental Organization (NGO) Por un Perú sin Cáncer
NGO Director: Gianina Orellana
Comms: Diana Mendoza
Comms: Alexis Collantes