Title | The Pilsen Extra Moustache - Save the Beer |
Agency | Grey Group Argentina |
Campaign | Save the Beer |
Advertiser | AB Inbev |
Brand | Pilsen Extra |
Date of First Broadcast/Publication | 2022 / 4 |
Business Sector | Beers, Ciders, Lagers |
Philosophy | According to different studies*, at least 1.2 million litres of beer are wasted every year as they get trapped on facial hair, with about 0.56 millilitres getting stuck in the beard per sip. To tackle the issue and save the beer, Pilsen Extra, the AB InBev beer of “pure malt with the perfect level of creaminess”, has created a new moustache style which made the front page of magazines in LATAM. The beer brewer, along with creative studio Grey Argentina, teamed up with the finest barbers to fashion a special facial hairstyle that leaves clear a very specific area of the upper lip where beer drops tend to accumulate. The campaign kicked off with the best-known anchor and TV presenter, Rubén Rodriguez appearing on air with his nation-famous moustache strangely trimmed, raising all kinds of comments and rumours that ended up on the front page of national newspapers. A couple of days later, the country finally discovered the truth about Rodriguez´s special style and his personal commitment to the against-beer waste crusade held by Pilsen Extra. At this point, all were invited to join the cause and go to the coolest barbershops in town to get the Pilsen Moustache for free. Furthermore, they could head to any of the pubs in town with their newly styled moustache to ask for their complimentary Pilsen Extra to be enjoyed without wasting any drop. With less than a week of the campaign on-air, social media engagement of people adopting the moustache and claiming their free beers shows that what started with a buzz is now becoming a trend. Converting this beer-loving nation into the first country in the world united to save their beloved drink. |
Media Type | Digital |
Length | |
Advertising Manager | Bruno Yuli |
Chief Executive Officer (CEO) | Denise Orman |
President | Diego Medvedocky |
Chief Creative Officer | Hernan Kritzer |
Chief Creative Officer | Alejandro Devoto |
Creative Director | Juan Ure |
Executive Creative Director | Gonzalo Montaña Fernandez |
Creative Director | Emiliano Cortez |
Creative Director | Alejandro Rattenbach |
Head of Art | Diego Urbano |
Art Director | Victor Opazo |
Art Director | Leandro Mingrone |
Copywriter | Agustin Rodriguez |
Copywriter | Juan Carnelos |
VP of Client Services | Agustin Castellaños |
Group Business Director | Valeria Cerda |
Business Leader | Romina Dono |
Head of Strategy | Romina Perrone |
Head of Production | Pablo Molina |
Agency Producer | Maximiliano Ibarra |
Production Company | Guaraní Films |
Director | Juanma Montero |
Director | Matias Sasias |
Chief Executive Officer (CEO) | Gustavo Vera Hernaez |
Executive Producer | José Luis Cabruja |
Executive Producer | Lara Pombo |
Head of Production | Noelia Romero |
Assistant Director | Bruno Rubiani |
Cinematography | Diego De Garay |
Cinematography | Nicolás Nagy |
Art Director | Liza Rubiani |
Customs | Lia González |
Post Production | Maxi Daenz |
Production Coordinator | Gustavo Vera |
Audio Post Production | Suena Polenta |
Audio Post Production | Fede Amaya |
Audio Post Production | Matías Berdiales |
Colorization | Lutbox Post |
Colorist | Ken Cabello |
Photographer / Retoucher | Javier Valdez |
Equipments | Lemon Cine |
Anamorphic Lenses | Cabruja Films |
Approval Client | Guillermo Martinez |
Approval Client | Bruno Yuli |
Approval Client | Cecilia Rojas |
Approval Client | Hyrum Espinola |
Approval Client | Amhed Buzarquis |
Approval Client | Lucas Cabrera |