This work is relevant in this category because as an idea of awareness, it needed to have an innovative implementation of media strategy, and we did it. We broke with the idea that outdoors needed to be placed in the advertising spaces. Our outdoors appeared in the areas where the sun is a threat indeed.

Situation: Arequipa - Peru has the highest UV radiation on the planet, but citizens are unaware. They spend too much time walking under the sun and doing daily activities on the streets without shadows.

Brief: Arequipa suffers an extreme issue, UV radiation. How can their iconic beer brand do something to face the problem?

Objetives: Create an innovative solution, generate awareness about sun issues and position the brand in people’s mind as a brand that cares for it’s product and it’s people.

Media insight: We needed to broke with the idea of use the typical advertising places.

Arequipa, Peru, is the city with the highest UV radiation level in the world, and citizens are unaware. They spend too many hours doing daily activities under the sun. The bottles of the city’s regional beer, Arequipeña (Part of AB InBev) are made with 400-UV protection, to shield the beer from sunlight.

We converted the bottles into tiles to create roofs that protected the local people from sunlight. We set them up on bars and bus stops across Arequipa.

Scanning the tiles, people got tips to protect themself from the sun and schedule a skin cancer test in alliance with an NGO.

Focusing on our pillar of building a better world, "Bottle Tiles" addresses two key edges for the brand, Arequipa consumer protection and recycling as a construction tool. For those who don't know, Arequipa has the highest UV radiation in the world, so the brand has decided to fight against this constant threat, offering protection spaces through its own recycled bottles, which have UV protection that protects the liquid. In this way, each Arequipeño who feels exposed can approach our "Bottles Tiles" to prevent UV radiation from attacking the skin. This has a component to help those who spend most of the day abroad and aims to be taken to rural areas where fieldwork requires hours under the sun.

The Bottle Tiles were designed during March, and first days of April we set them up across Arequipa, in the areas where the sun is threatening, like Mollendo, Yanahuara, Mejía, and other parts of Arequipa. We launched the campaign on social media on April 3 and it stills being on air.

We are working to make it bigger during the year, producing more Bottle Tiles during 2023, using leftover and recycled bottles.

+30 000 recycled bottles

40% of the Arequipa region covered

+70MM people reached

$2MM earned media coverage

Arequipa is the regional beer from AB InBev in Peru, and the most iconic beer in the city. People enjoy it because during all this time, Arequipeña has been protected the original flavor that distinguishes them from other beers. So, is important to use a strong UV protection to shield the beer from sunlight.

First, the issue is very cultural; Arequipa - Peru, suffers the highest UV radiation level due to its geographic ubication, dry weather, the city's height, and ozone depletion. For example, its radiation level is 10x more times than Inglaterra.

People in Arequipa walk long hours under the sun to take a bus, and young people walk 3 hours to school. They usually eat and do daily activities on the streets without shadows.

Cancer cases doubled in 2022 vs. 2021.

Something important, Arequipeña Bottles also have high UV protection (400-UV) compared to other beer bottles.