We gathered 50 weavers from 4 different communities for the first time to put together an extraordinary piece of work: The first handmade weaved Inca billboard, following their ancestors’ traditional techniques to get the country’s attention. We used the powerful insight that rediscovering the love for your roots, makes you revalue your origins and pride.

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 an almost forgotten cultural tradition into one of our most appreciated contemporary arts.

These artisans became an integral part of the campaign because they led the production of customized products for major lifestyle brands with genuine Incan textiles, thus starting a process of generating a steady source of income for their families and improve their quality of life.

We developed big bold actions across multi-channels in a nationwide campaign. As a result of the power of the campaign, we had a big PR booster generating earned media for the campaign.

PR: We had nationwide media press kits, briefs and trips to the weaving stages, the billboard unveiling and the museum exhibition, thus generating the inclusion of Incan textiles in the Peruvian national agenda through the Ministry of Culture. Travel and fashion bloggers were also included, having and interesting mix between trendy and traditional media.

OOH: The first handmade weaved Inca Billboard, a memorable piece created to kick off the campaign.

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

Cusquena achieved great results, reconnecting with its audience and being the most recognized brand during the campaign.

- The Ministry of Culture supported the campaign and the Incan textile art, taking an advertising piece (the weaved Inca billboard) for the first time as a centerpiece of the new Pachacamac Museum in Lima, starting in this way a governmental effort to diffuse this art.

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

- +65 national media covered the campaign including the most recognized press and TV (El Comercio, Peru21, La República, Somos, ATV, América, Latina, among others.)

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

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

- 85% positive brand’s sentiment.

- +3.2 million views of the branded content.

- Cusquena sales increased by +8% nationwide.

We created more than an advertising piece: a billboard that generated media buzz about an almost extinct art form, bringing it back to life by breaking the media paradigm that a billboard has only an advertising use and transforming it into an icon of Incan textiles revaluation.

In this way, an advertising billboard ended up being the centerpiece of the pre-Columbian Pachacamac National Museum, becoming the midpoint of the conversation in nationwide media and the first step to reassert our national pride for this art in the next generations of Peruvians.

The strategy was to use all the brand’s touch points to create an integrated and national social campaign that contributed to the preservation and revaluation of this ancient art. The goal was simple but very ambitious: To put this millenary art back on top and bring the brand back to its origins, making the Incan textiles a new representative icon for Cusquena.

Our audience was adults between 20-40 years old with high media consumption, so we decided to have a traditional approach on TV and press for the history of the weavers and the importance of the Incan textiles. For digital media, we opted for an edgier approach for the billboard and the open discussion of the relevance of this millenary tradition for our country. This way, we pushed through media the hottest subjects generating traction for the campaign and put the brand back on the spotlight.

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, Cusqueña needed a genuinely authentic approach beyond the typical advertising campaign.

After a thorough research, we found 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 in only 4 communities of female artisan weavers who 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.