The reality is this: Peru is a sexist country and Pilsen Callao, as a brand, has contributed to this conduct for a long time by creating sexist advertising.
However, they've decided to change their communication once and for all by creating a movement in the name of equality.
And together, we've launched a campaign that made Peruvians (us included) accept their own mistakes, just by playing a drinking game known to everyone.
Client Team:Alvaro De Luna, Carmen María Bell-Taylor, Cecilia Mircin, Daniel Villarán
General Account Director:Alberto Goachet
Account team:Stephanie Sangster, Sandra Alfaro, Alejandro Urbina
Executive Creative Director:Ricardo Chadwick
General Creative Director:Sérgio Franco
Head Of Art:Luciano Leone
Creative Directors:Rudy Camones, Aldo Silva
Creative Team:Yoshi Ishikawa, Stephanie Tong
Planning Team:Renato Arauco, Ricardo Rentería, Giuliana Lazo
Agency Production Team:Vanessa Diaz, Techi Mory
Directors:Antonio Sarriá, Miqy de la Barra, Pedro Zamalloa
Production Team:Fiorella Casanova, Alessandra Almandoz, Los Javieres
Post Production Company:Nativo