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.

Inside the tiles people could find a message to schedule a skin cancer test. It said: Arequipa sufferers the highest UV radiation level on the planet. Arequipeña’s bottles shield their brewer from sunlight; thanks to its structure, we can also protect you.

We were inspired by the city's architecture to create tiles made of beer bottles; design and art direction in this idea were crucial because we did a lot of experiments to achieve a functional structure that could support the tiles and, even more important, protect people 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.