Santurce is the most densely populated area of Puerto Rico. The quest to modernize tourist areas resulted in the expropriation of poor communities, and abandonment of public spaces for decades. Poor planning have contributed to the disuse of alternative transportation modes.

The objective of this campaign was to give the community a new lifestyle, refreshed their spirit and making them become part of the community by revitalizing their space.

That's why Coors Light give life to Los Muros Hablan, the first international street art festival in Puerto Rico, happening in Santurce.

This campaign was recognized at more than 100 worldwide blogs, local news and the consumer it self, as a hero to this whole community.

Target:

Women and men 18-60 years. All incomes.

Goals:

• Become part of the community.

• Revitalize public space.

• Motivate pedestrian mobilization and use of bicycles.

• Get the neighbors involved and contribute in the process.

• Encourage cultural sense and social life.

• Generate positive news from Santurce.

o Secured 35,879,245 impressions (TV, Newspapers, Magazines, OOH, Digital News, Blogs, Social Media)

o The hashtag #losmuroshablan trended on instagram with more than 4,000+ photos

o 7,000+ consumers engaged via social media

o Website received over 136,000 visits during the event

o Mobile App was used by over 3,500 users

• Pedestrians and cyclists did not stop cruising the streets.

• Residents of all the Island came to see the new Santurce.

• Santurce traveled the world in a positive way.

• The hashtag # losmuroshablan acquired over 4,000 photos which made Instagram featured us on the front page of their blog.

• More than an art festival, we involved a whole population in the development of a new lifestyle.

• Coors Light Los Muros Hablan refreshed, embellished and gave a cooler spirit to a city and its residents.

The Execution

• We created a bicycle/walkable route where 12 major urban artists, local and international, painted 12 giant murals around the city.

• To wake up cultural interest we developed an educational application with the route, artists biographies, pictures, and works an activities calendar.

• We created a Volunteer Program and went to the neighbors and schools around to inform it. Resulting in 300 volunteers, including students, business owners and families.

• We held two music outdoor concerts, a night of free art documentaries, a panel discussion with artists and 2 guided tours.

With Coors Light being a foreign beer, we really needed to connect with locals in a sensitive way. Our slogan "The world most refreshing beer" inspired us to refresh one of the most important, yet forgotten areas of the Capital of Puerto Rico; Santurce.

The strategy was to sponsor and produce the first international street art festival in Puerto Rico.