Due to the pandemic,
the Mexican government shut down brewing plants,
stopping beer production completely.
Such a strong hit wouldn’t only shake the industry,
but agriculture too.
Mexico is the 4th producer of beer in the world,
and with its production stopped,
there was no one to buy barley from thousands of farmers.
In a moment where every brand was talking about health,
Cerveza Modelo talked about the countryside,
and also was the first one to do something for them.
So we launched it with a commercial made with the same handcraft as our beer.
-2020-
Creative VP: Federico Russi
Group Creative Director: Jorge Carrera
Senior Copywriter: Samantha Moreno
Art Director: Alejandro Castro
Account Director: Hugo Rivapalacio
Account Executive: Karime Valle
Producer Director: Roberto Collazo
Producer: Jesús Almazán
Planning VP: Juan Pablo Camargo
Planner: Jennifer Romero
Media Production: La doble