DIRECT
Abuse Disclaimers / DI2-000740
Cliente o Anunciante | AB InBev – Aguila |
Producto | Cerveza Aguila |
Inscrita por | Miguel Merino |
Categoría | DI2 |
Francisco Samper , Chief Executive Officer
Jose Sokoloff , Global Creative Director
Carlos Andrés Rodríguez , Chief Creative Officer
Camilo Plazas , Chief Innovation Officer
Juan Pablo García , Chief Operating Officer
Jaime Duque, Executive Creative Director
Juan David Arboleda , Creative Director
Guillermo Siachoque , Creative Director
Juan Moreno , Art Director
Andrés Torres, Art Director
Adrián Bravo , Art Director
Alejandro Chávez , Copywriter
Miguel Ángel Gómez , Copywriter
Jose Hoyos , Account Director
Sebastian Castillo , Account Executive
María Altafulla , Account Executive
Jennifer Boshell , Digital Director
Jonathan Bolivar , Editor
Camilo Medina , Sound editor
Miguel Herrera , Director
Aura Jaramillo , Producer
Miguel Merino , Franchise Brand Director
Thor Borresen , Marketing Vicepresident
Juan Alonso Torres , Franchise Brand Manager
There is a law in Colombia that warns of the potential dangers of alcohol consumption. Every advertisement that features an alcoholic drink must have the disclaimer: “Excessive alcohol consumption is harmful to your health.” On International Women’s Day, Cerveza Aguila, the most valued beer brand in Colombia, decided to use those disclaimers to deliver a forceful statement against gender violence.
We replaced the voices of the legal disclaimers in all of our ads, with the voices of women that were abused by drunken men. Then we also created a website where more women could open up to speak. The disclaimer included in all of its ads aired both on radio and TV during March were read out by real victims of gender violence who also told their stories.