Here we show you the award-winning 2020 campaign by the Colombian beer brand Aguila (Cerveza Aguila). Using the hashtag #XXX RESPONSIBLY, the campaign uses humorous yet embarrassing social situations to promote responsible alcohol consumption.
It was photographed by Martin Köhler.
The campaign warns that excessive alcohol consumption can lead to decisions that are regretted the next day. It is aimed primarily at young adults (Millennials) to address the issue of binge drinking in a modern context. Aguila is the best-selling beer in Colombia and a national symbol.
The campaign was developed by MullenLowe SSP3 in Bogotá, Colombia, with Chief Creative Officer (CCO) Carlos Andrés Rodríguez Monroy, Creative Directors Diego Muñoz and Juan David Pardo, Art Direction by Juan David Pardo, Laura Arcila, and Julián Olivares, and Copywriting by Diego Muñoz and David Meneses.
Photographer Martin Köhler is represented by the agency ANDREA HEBEERGER.