Why is this work relevant for Creative B2B?

Because of how it demonstrates the purpose of the brand, which is to “revalue the ancestral Peruvian culture” and becomes a work that touches on social, ethical and environmental issues to help a community.

In the past, the Spanish conquistadors arrived in Peru and eliminated all traces of the Incas, including the Amunas, a very advanced and effective system for sowing rainwater that was lost in the mountains. Today, due to the lack of water in some communities, it seemed relevant to us that Cusqueña, the beer that revalues ​​our ancestral past, brings them back.

Situation: Some communities in the Andes of Lima are having water problems, they cannot live from their usual jobs such as agriculture and livestock, which makes them very likely to disappear.

Brief: How Cusqueña, the beer that keeps out ancient culture alive, creates evidence of this concept.

Objectives: Communicate how our concept becomes tangible and help affected communities.

Recover an Inca technology called Amunas, stone and clay channels that serve to capture rain and sow water, passing through porous stones that filter and store it in natural springs until it is harvested in times of drought. A project that took 5 years to develop and is helping these peasant communities with lack of water not disappear, achieving recognition by UNESCO as an example of eco-hydrology.

The first people we wanted to impact was the communities we were going to help.

We also wanted to impact other organisations so they can see what we were doing and join eventually.

And once we launched “Amunas Recovery” under our concept, we impacted all our community so they can really see how the brand revalorates the Inca culture.

This idea took 3 years to develop and we partnered with other companies and experts in this matter to find the communities we should help and understand the technology. From 2021, we have been working hand to hand with, sowing the same amount of water equivalent to almost 2600 olynmpic pools.

We achieved 23 million audiences and recovered 6.37 million cubic meters of water.

Cusqueña has a long-standing commitment to the revaluation of our ancestral culture. This brand purpose always leads us to look for new ways to remember the best of our past and bring it to the present in a legendary way.