Campaigns – Colombia
(04/06/23). Nativa, the beer from the Colombian countryside, launches a creative and sustainable initiative, called Nativa-Metro. Through this, a second use will be given to the traditional packaging of the brand. Hand in hand with the L&C New York agency, the brand developed a rain gauge with one purpose in mind: to find a sustainable alternative through its own bottles, making them a key element for farmers to efficiently plan their planting seasons. .
The Bavaria bottler reconstructed the purpose of the Nativa containers, maintaining the same proportions of the traditional bottle, but incorporating a main differential. The bottles are intervened with the measurement indices of the number of liters or millimeters of water, fallen per square meter. Nativa-Metro is an innovative and sustainable tool that redefines the purpose of packaging, in favor of a positive impact on Colombian communities.
“Cerveza Nativa is a brand that is committed to the Colombian countryside. For this reason, for us, initiatives like Nativa-Metro are essential because they allow us to innovate and find creative solutions that arise from the real needs of the community,” says Diego Pomareda, marketing director of Cerveza Nativa.
The rain gauge has a guide on the product label, on the back of the bottle. This guide explains to farmers the different levels of rainfall and when these are a benefit or a risk to their crops. In this way, the brand from the Bavaria portfolio, together with the L&C New York agency, seeks to support farmers in the Colombian countryside and find a sustainable alternative through the second use of their bottles.
“This is a simple way to incorporate technology into a daily product that farmers consume and at the same time helps prepare them to face the challenges of a world that is being affected by climate change”, adds Rolando Cordova, Co-Founder & General Creative Director of L&C New York.
Nativa-Metro will be available from this date in Córdoba and from May, in Sucre, Bolivar, Cesar and Valle del Cauca
Native Metro. Advertiser: AB InBev. Brand: Cerveza Nativa – Nativa Metro. Product: Native Metro. Advertising agency: L&C New York. CCO: Gian Carlo Lanfranco / Rolando Cordova. Creative director: Manuel Hoffmann / Bruno Franchino / Greg Collins. Responsible for Client: Diego Pomareda, Director of Marketing Native Beer. Audiovisual production: Suitcase Productions in association w/ Parche Films. Directory of Who: Camden Elizabeth. Post production: Digital Intermediate: Pigment Post // DI Supervisor: Dominick Pietrzak // Colorist: Diego Cordero. Executive producer: Natalia Barriga // Producer: Felipe Arevalo. Agency Producer: Executive Producer: Camden Elizabeth. Musical production: August // Music Producer: Franco Lozano. Sound: August // Sound Designer: Charly García. Art director: Rolando Cordova / Bruno Franchino . Director of photography: Christian Mendoza. Editor: Manuel Hoffmann / Greg Collins / Gian Carlo Lanfranco. Editor: Jose Jesus Pacheco Sosa / Diego Cordero. Art Consultant: Sonia Foltarz ?// Prop Consultant: Cameron Finley. Country: Colombia. Category: Institutional and corporate image. Auspices and sponsorships.
