There’s a glass shortage in the world. That was a problem for Pilsen, the number one beer of AB InBev in Peru. The obvious answer was to make its highest selling glass bottle returnable. Every single-serve bottle returned was rewarded with 50c. But that was only part of the solution. Fahrenheit DDB had much more to give.

The beer brand partnered with Peru’s number one bank, BCP.

On August 14, 2023, the entire country woke up to a surprise, The “P” of every BCP bank sign was replaced by the famous “P” of the Pilsen logo. Then, people were surprised by another change. The “P” on the beer labels was replaced with the “P” of BCP. Hours later, Fahrenheit DDB and Pilsen launched BCPilsen.com, a platform with different features specially tailored to encourage young people to return their bottles and save money. There, they found an online sitcom starring the most popular actors among their generation, a video game about savings and returning bottles, savings lessons that rewarded people with money after completion, and for the very first time in Peru, a bank extension that allowed friends to save together for a common goal.

The idea was taken up by so many people that the campaign was extended for an additional month, ultimately running from August until mid-November.

Credits: 
Agency: Fahrenheit DDB 
CEOs & Partners: Ricardo Chadwick & Alberto Goachet 
CCO: Sergio Franco Tosso
Executive Creative Directors: Mauricio Loredo, Yoshi Ishikawa
Head of Art: Rudy Camones
Creative Director: Alonso Castillo Anderson Yataco
Brand Director: Sandra Alfaro 
Brand Supervisor: Evelyn Contreras  
Brand Executive: Esneydher Miñano 
Head of Production: Vanessa Díaz Llontop 
Executive Producers: Alithú Rosado, Álvaro Grimaldo 
Digital Director: Giuliana Lazo 
Digital Planner: Cristian Sanchez 
Head of Planning: Jose Rodriguez 
Senior Planner: Diego Tamaki 
Community Manager: Alejando Loarte 

Support Agency: TBWA Peru