In 2012 Cerveza Atlas, Panama's leading beer brand for decades was starting to look a bit older. Most of its consumers were over 45 years old and it needed an interactive, integrated, storytelling-driven campaign to captivate the attention of all those 18 to 25-year-olds, who are all internet natives.
This campaign, which was the first of it's kind in the country, took a story and told it in three parts. User interaction via website and social media was of utmost importance if the story was to be told completely. All media investments were used to capitalize on this story, where Calito a guy from Panama, fell madly in love with an exotic and fun foreigner from Africa called Matata. Blindly in love, he departs to Africa with her to meet her family and village. Once there, he enjoys his time but grows fonder of his roots, his traditions and most of all, his beer. In this part of the campaign, we invite consumers to vote if they should try to bring Calito back home or send a bit of home his way. The story wraps up after the biggest integrated to web campaign in the country chose. Yet, we had a surprise plot twist at the end, he came home and brought her family with him.
This campaign was a feat on many levels because it completely changed the game in the way media was being used and in tone before this beer brands had only spoken to its consumers in clichés (women in swimsuits, sports, and national pride). All media helped make the story more complete and give more depth to the reasoning behind Panamanian values and why this beer connected so well to that way of life. A true testament to its value is the fact that its ads, website and story-told style jingle are still fondly remembered by consumers and non-consumers til this day.
Festival Caribe 2013:
Silver – Campaign / Film
Silver – Film
Festival Caribe 2014:
Bronze - Jingle / Radio
Bronze - Campaign / Radio