VMLY&R Peru helps protect with Arequipeña

Due to different geographical factors, the city of Arequipa in Peru endures one of the highest radiation levels in the world, a problem that is affecting thousands of citizens but that many are not aware of, which is why Arequipeña, AB InBev’s regional beer in Peru, and VMLY&R Peru have united forces to tackle this issue.

A bottle’s function has always been to protect a liquid from UV rays, so they decided to use the UV 400 protection of Arequipeña bottles to protect its people. This is how they created: Arequipeña Bottle Tiles.

They took advantage of the bottles’ cylindrical shape to cut them and turn them into tiles, to then place them in different locations around Arequipa, such as bus stops and bars, providing all their protection to the citizens of Arequipa. Using a QR code, people were able to get tips on sun care and even schedule a preventive skin cancer screening, thanks to an alliance with the NGO Por Un Perú sin Cáncer (For a Cancer-Free Peru). Thus, we managed to raise awareness about the dangers of radiation.

Arequipeña Beer – Bottle Tiles

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Agency VMLY&R/Lima
Production Company Ka&O Films and Content
Director Giacomo Cochella

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Credits

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Agency VMLY&R/Lima
Production Company Ka&O Films and Content
Director Giacomo Cochella
Executive Producer Silvia Kamisato
Post Production/Color Ka&O Films and Content
Post Production/Color Lunatic
Post Supervisor Armando Sipan
Sound/Music Humanimal

Creative Director Coqui Soto
Creative Director Norberto (Beto) Noriega
DP Renzo Rivas
Art Director Oscar Gonzales
Copywriter Luis Alburqueque
Art Director Sandro Angobaldo
HP Malena Mellado
Producer Giselle Navarro Montemayor

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"What has always been, and will always be, the most important thing to us is our people. That’s why we believe it’s relevant to contribute to creating awareness about this serious issue, and this time we’re doing it by using our own bottles, which because of their characteristics carry the protection that the people in Arequipa need to conduct their daily activities while protected from sun radiation,” stated Diego Devoto, Director of Arequipeña Beer (AB InBev).

Moreover, the agency VMLY&R Peru told us about the importance of this initiative. "We have the highest radiation levels in the world, but also a great duty to inform, generate conversation and, above all, prevent." said Tin Sánchez, ECD at VMLY&R Peru.