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| Title | The Strongest Flyer |
| Agency | Carne |
| Campaign | The Strongest Flyer |
| Advertiser | APU Cement |
| Brand | APU |
| Date of First Broadcast/Publication | 2016 / 5 |
| Business Sector | Industry |
| Philosophy | To convince workers that APU cement was the strongest brand, CARNE created a unique flyer, that never breaks” The Strongest Flyer, made of Tyvek, a material almost impossible to break. Then challenged workers to tear it apart and if anyone were able to do so, the company would give the winner a new house. |
| Result | Results (if it has them): Because no one could tear it, we had to raffle the prize. During the 3 weeks of the promo the brand sold 45,000 tons of cement, increasing sales up to 16%. That’s how a simple flyer convinced thousands of builders that APU cement is the strongest cement on the market. Challenge achieved. Quote from the leader creative: A simple flyer convinced thousands of workers that APU Cement is the most resistant on the market. |
| Media Type | Case Study |
| Length | |
| Executive Creative Director | Jose Rivera y Pierola |
| Creative Team | Piero Oliveri |
| Creative Team | Yoshi Ishikawa |
| Creative Team | Alejandro Canciobello |
| Creative Team | Luis Rios |
| Creative Team | Gonzalo Flores |
| Account Manager | Jackie Sztrancman |
| Producer | Javier Correa |
| Producer | Lilian Aste |
| Production Company | Rebeca |
| Executive Producer | Alejandro Noriega |
| Director | Miqi de la Barra |