For the launch of the new version of Cusqueña, one of Peru’s most well-known and important beers, we worked alongside Publicis Peru’s team to come up with a creative concept that communicates both the product launch and the tech innovation behind AB InBev.
Drawing inspiration from Peruvian culture, we developed the concept Impossibly Brewed (Hecho de Imposibles, in Spanish) which focuses on all the marvels from Peru that have awed the world and to this day appear impossible to create and endure over time. In the same way, we showcased this new product as another Peruvian wonder for the world to enjoy: an impossibly brewed beer.