Covid caused havoc for Mexico’s small primary producers. Crops couldn’t be sold. Farmers couldn’t support themselves. Mexico’s barley farmers were among those hit hard. Cerveza Modelo supported these farmers by buying up the entire yield during the hardest months of the pandemic. They used it to create a new beer, Modelo Pure Malta.
In a campaign by Circus/MediaMonks, the farmers show their appreciation by creating a 50-metre logo in a field in Celaya, Guanajuato, that announces the launch of the new beer in the same fields from which its production was born. The campaign highlights the brand’s commitment to local producers as well as the great work of Mexican farmers.
“We are extremely proud to be working alongside Modelo, which is such an iconic brand for Mexicans, and to be able to do so with an idea that speaks to the Circus/MediaMonks philosophy: innovative, different and with impeccable craft. We are beyond satisfied with the fact that this is the first idea we’ve worked on with such a visionary client who is so committed to doing top-level creative work,” stated María Ferreiro, head of client at Circus/MediaMonks.
Maia Liaudat, Head of Production, added, “Pura Malta was an ambitious and challenging production. With precise production work, a world-class art direction team and the brand’s collaboration with the farmers, a giant work of art was made possible. Just two weeks of pre-production and six days of building the bottle resulted in impeccable craft. We are ecstatic with this new form of integrated production, and even more with having been able to collaborate with a partner like Modelo.
Client: Cerveza Modelo
Marketing Director Premium Brands: Alejandro Gutierrez
Brand Manager: Cesar Alcantara
Agency & Production Company: Circus/MediaMonks
Executive Creative Director: Alexis Ospina
Creative Directors: Pablo Miranda & Sebastian Urrutia
Production Team: Maia Liaudat, Adrian Pastrana, Fernanda Kuri, Yasser Eluani & Diana Soto.
Head of Client: María Ferreiro
Account Lead: Diego Armas
Project Manager: Jose Ramón Nuñez