We united 50 weavers from 4 different communities for the first time to put together an extraordinary piece of work: The first handmade weaved Inca billboard, respecting the traditional techniques of their ancestors to get the country’s attention. Our insight: rediscovering and reclaiming the art of your past can create a sustainable cultural movement in your present.

The billboard was set up in a strategic point in the center of Cusco, our brand’s hometown. Cusquena brought together the local community to show this amazing billboard as part of the newest city icons, making a forgotten cultural tradition, one of the most appreciated contemporary arts.

These artisans, became the makers of the campaign and led the production with major lifestyle brands to develop customized products with genuine Inca textiles, to start the process of generating a constant and steady source of income for their families and improve their quality of life.

The brand started by providing a knowledge development program for artisans to ensure their production quality. This program was necessary for educate weavers with basic subjects such as math, measurement units and resource management.

We developed 4 big bold actions across multichannels in nationwide campaign.

OOH: The first handmade weaved Inca Billboard, a memorable piece created to begin the whole campaign. The billboard was the introduction of the Incan textile as a symbol the main icon for the brand

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

Promo & Merchandising: In collaboration with major lifestyle brands, Cusquena bottle caps could be exchanged for limited edition merchandise,

Product: Cusquena packaging was redesigned with textile patterns, customized for each kind of beer.

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

Cusquena achieved goal-beating results reconnecting with their audience and giving the brand the cultural and commercial push it needed.

- The National Minister of Culture supported the campaign and the incan textile art, taking an advertising piece (The weaved Inca billboard) for the first time as a center of the new Museum of Pachacamac, starting in this way a governmental effort to spread this art.

- Over 70% increase of income in the artisans communities (2015 vs 2014).

- Improve artisan’s family economy. 50% of the revenue from Incan textile sales in each family is now reinvested and saved.

- 60% of all Peruvians in social media were reached by the campaign.

- Cusquena sales increased by +8% nationwide

- 85% positive brand’s sentiment.

- +3.2 millions views of the branded content.

- +178 thousand interactions on Facebook Page

- +7 millions people reached and +US$500,000 in free press.

We created more than an advertising piece, it’s a billboard that focused media and cultural conversation around a forgotten and almost extinct art, bringing it back to life by breaking the media paradigm that a billboard has only an advertising use and in the process becoming an icon in a movement to re-evaluate Incan textiles.

In this way, an advertising billboard ended up being the centerpiece of the pre-colombine Pachacamac National Museum, and an important first step to reassert the national pride for this art in the next Peruvian generation.

The strategy was to use all of the brand’s touch-points, to create an integrated and national social campaign that contributed to the preservation and reappraisal of this ancient art. The goal was simple but very ambitious, put this millenary art back on top and bring the brand back to its origins, making the Incan textile a new representative icon for Cusquena. Every piece of the campaign aims to generate an economic income for the communities, creating a sustainable business and a long-term social development plan.

In order to engage our consumer, we developed a multimedia campaign. Our audience focused on adults between 20-40 years old had lost connection with Cusquena migrating to other brands that not satisfied their seek for value. All media was covered by the campaign (OOH, TV, Radio, PR, Print and Digital) reaching over 95% of our consumers.

Cusquena, 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, Cusquena needed a genuinely authentic media approach beyond a typical advertising campaign.

After careful research, we discovered 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 through the virtue of 4 communities of artisan weavers that struggle to survive working in this craft. Cusquena 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.