On June 13, 2022, Peru played its play-off match to secure a spot in the World Cup. Cristal, the beer of unity and official sponsor of the national team, needed to make the sense of unity felt like never before. This is how the campaign "Todos Somos Perú" (We are all Peru) was born. They invited beer brands from other countries to support us by advertising for us. They changed their name to "Peru" and encouraged us through billboards in their main cities. Foreign influencers also joined in to show their support. As a result, the support of an entire continent became viral, and we went from being 33 million Peruvians to 313 million fans cheering for Peru. We demonstrated that our unity knows no borders.
Agency: VMLY&R
Client: ABInBev
Chief Creative Officer: Tin Sánchez
Creative Directors: Beto Noriega / Coqui Soto
Copywriter: Luis Alburqueque
Art Director: Oscar Gonzales
Producer: Apaga Incendios
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