Ecuador is currently facing difficult times due to a strong social crisis exacerbated by the pandemic. One of the most visible consequences for citizens has been the loss of roots in their roots: many of them do not feel an identity defined.

Pilsener has been part of the history of Ecuador for the last 110 years, reaffirming its commitment to the country, its people, and its traditions, which is why it presents #Ecuatorianízate. This great communication platform seeks to become the new identity and pride of the Ecuadorians. It is an expression that wants to change what they feel as a country and what they reflect to the world.

“Pilsener, as the most beloved brand in Ecuador, has chosen to take a more proactive stand in line with the countries changing environment. The brand is inviting Ecuadorians to stand tall and feel proud of their past but look at the future. “Ecuatorianizate” is our way to wake up Ecuadorians and embrace and build a new future. This campaign will showcase Ecuadorians who already stand out and make their country proud, being its Medical workers who have faced one of the worst COVID-19 crisis of the world the first referents of our message,” commented Alejandro Molina, Head of Marketing at Anheuser-Busch InBev Ecuador.

To launch this platform, the brand – with the help of Fantástica and Akira Cine – created films in honor of the doctors who showed Ecuadorians, in their hardest moments, that it was possible to get ahead that they were full of strength. In addition, there are also films with Enner Valencia, the new blood of Ecuadorian football, and different emblems of that Ecuador that exists, which has strength, passion, and love, but is lost in difficult situations.

“#Ecuatorianízate is an expression that seeks to make everyone understand that it is not enough to be born in Ecuador, it is necessary to become Ecuadorian, and it will be your actions and your pride that will make that happen,” stated Alejo Gómez, General Creative Director at Fantástica.

Credits
CLient: Pilsener
Campaign: #Ecuatorianizate
Agency: Fantástica
Daniel Osorio Chief Executive Officer – Founder
Daniel Bermudez Chief Creave Officer – Founder
Alejandro Gómez – Creative VP
Adriana Alba – General Director Accounts
Mauricio Sabogal, Andres Díaz, Alejandro Camelo – Creative Directors
Eliana Rodríguez – Account Executive
Mauricio Alvarez – Digital Director
Camila Orduz – Digital Manager
Santiago Cuellar – CM
Client: National Brewery Ecuador
Alejandro Molina – General Marketing Manager National Brewery
Eddy Cepeda – Marketing Manager Pilsener
Camila Almeida – Marketing Manager Pilsener
Producer Company: Akira Cine
Film Director: Juan Rueda
Film Producer: Yadira Gómez
Sound Company: Sonica
Sound Designer: Camilo Montilla
Song Designer: Camilo Montilla