We gathered 50 weavers from 4 different communities for the first time to put together an extraordinary piece of work: The first handmade weaved Inca billboard, following the traditional techniques of their ancestors to get the country’s attention.

A commercial push was important as well, so we created a promo in collaboration with major lifestyle brands, where Cusquena bottle caps could be exchanged for limited edition merchandise, unifying mass products with an art more than 2000 years old, creating a new kind of design items.

These artisans became an integral part of the campaign because they led the production of customized products for major lifestyle brands with genuine Incan textiles for the promo. This way, they co-produced the merchandising and started the process of generating a steady source of income for their families and improve their quality of life.

We developed big bold actions across multi-channels aiming to an important sales volume increase for the brand.

Promo: We created, in co-branding with The North Face, Samsonite and New Balance, 5,000 items that were exchangeable for bottle caps with different values. Each product had a different goal with variable amounts according to the items’ real value.

POS: Material for supermarkets and convenience stores to show the bottle cap goals and rewards.

OOH: The first handmade weaved Inca Billboard, a memorable piece created to kick off the campaign.

TV & Branded Content: Narrated the whole story behind the Inca billboard and its 50 weavers.

Product: Cusquena packaging was redesigned with textile patterns, customized for each variety.

Digital: Social media channels shared the campaign story and our website was the contact channel for the promo.

PR: Nationwide media press kits, briefs and trips to the weaving stages, billboard unveiling and museum exhibition.

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.

We created a promo that combined great storytelling and social purpose. Using the Incan textile as a key element we created products that generated an increase in sales volume for Cusquena beer, achieving brand objectives while helping a community of weavers to keep a millenary art alive. As a result, the promo became the center of conversation in national media and Peruvian society. Ultimately, it was a first step to reassert national pride for this art in the minds of the next Peruvian generations.

The strategy was to use all the brand’s touch points to create an integrated and national social campaign that contributed to the preservation and revaluation of this ancient art. The goal was simple but very ambitious: To put this millenary art back on top and bring the brand back to its origins, making the Incan textiles a new representative icon for Cusquena.

Our audience was adults between 20-40 years, who have unique appreciation for global brands so we created rewards aligned with our key element (Incan textiles) continuing the campaign’s storytelling as a reward. This way, we offered an attractive exchange as part of the promo, pushing sales volume through the desire of having the rewards.

Cusqueña, the Peruvian Premium Beer and a passionate advocate for national culture, wanted to go back to its origins, rebuilding an emotional connection with consumers who felt the brand had become distant and elitist.

To reconnect with our roots, heritage and Peruvian tradition, Cusqueña needed a genuinely authentic approach beyond the typical advertising campaign.

After thorough research, we found that Incan textiles, an ancestral art with more than 2000 years of history and a Peruvian cultural icon, were in danger of extinction due to the lack of articulated markets. This amazing tradition remains alive in only 4 communities of female artisan weavers who struggle to survive working in this craft. Cusqueña could not allow one of the most ancestral Peruvian art forms to disappear, so we decided to contribute to Peruvian society as a way of engaging with our audience again.