Pilsen Extra - "The Pilsen Extra Moustache - Save the Beer"

Grey Group Argentina

Grey Group Argentina Buenos Aires, Argentina

Awards

10080

Brand: Pilsen Extra
Country: Argentina

Advertiser: AB Inbev

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	65 seconds
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