Arequipa, Peru, has the highest UV radiation exposure in the world, but many of its inhabitants are unaware of the risks. In response, AB InBev’s Arequipeña beer and VMLY&R partnered with Por Un Perú sin Cáncer (For a Cancer-Free Peru) on a creative campaign to raise awareness and provide protection.
Arequipeña bottles have UV 400 protection to protect the beer from sunlight, so the agency repurposed hundreds of bottles into tiles and installed them on bus stops and bars around the city. These tiles act as shields for Arequipa’s citizens, providing shade and protection from the sun’s harmful rays.
The installations also include signage with information about cancer prevention and a QR code that people can scan to schedule a checkup with Por Un Perú sin Cáncer.
This campaign is a brilliant example of how brands can use their packaging and resources to make a positive impact on their communities. Arequipaña’s “Bottle Tiles” campaign is not only effective in raising awareness about UV radiation exposure, but it also provides a valuable service to the people of Arequipa.
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
Post Production
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
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