Peru Tackles High Radiation Levels with Unique Use of Beer Bottles

Published On
Apr 20, 2023


Arequipa, a city in Peru, experiences some of the highest levels of radiation in the world due to various geographical factors.

To address this, Arequipeña, (AB InBev’s regional beer in Peru), and VMLY&R Peru collaborated to create the Arequipeña Bottle Tiles. The initiative used the UV 400 protection of Arequipeña beer bottles to provide protection to the citizens of the region.

By transforming the bottles into tiles, they placed them in various locations such as local bus stops, cafes and bars, aiming to raise awareness about the dangers of radiation and provide the community with protection. A QR code on the tiles enables people to access tips on sun care and schedule a skin cancer screening via a partnership with the NGO Por Un Perú sin Cáncer (For a Cancer-Free Peru).

"Our people will always be the most important thing to us,” stated Diego Devoto, Director of Arequipeña Beer (AB InBev). “That’s why we believe it’s vital to increase awareness of this issue. “Our bottles, carry the protection that the people in Arequipa need to conduct their daily activities while protected from sun radiation."

Tin Sánchez, ECD at VMLY&R Peru, emphasized the importance of the initiative, saying that while Arequipa has the highest radiation levels in the world, it also has a responsibility to inform, generate conversation, and prevent the risks associated with radiation exposure.


Apr 20, 2023
Agency :
Client :
AB InBev
Brand Director :
Diego Devoto
Regional Brand Manager :
Valeria Martínez
Brand Manager :
Daniel Villarán
Brand Lead :
Fernando Salas
Eduardo Grisolle
Tin Sanchez
Creative Director :
Coqui Soto
Creative Director :
Beto Noriega
Art Director :
Oscar Gonzales
Creative Copywriter :
Luis Alburqueque
Account Director :
Raúl López-Guerra
Account Supervisor :
Brenda Ruiz
Account Executive :
Dessiré Gutiérrez
Production Director :
Malena Mellado
Producer :
Giselle Navarro
Production :
Film Director :
Giacomo Cochella
Art Director :
Sandro Angobaldo
Structural Design :
Eddy Mérida
Assistant Director :
Maria Jose Henao
Alessandra Paccini
Andrea Martell
Maria Ocoña
Executive Producer :
Silvia Kamisato
Production Coordinator :
Claudia Nuñez
Assistant Producer :
Valentina Corpancho
Director of Photography :
Renzo Rivas
Production Manager :
Javier Uriarte
Production Manager :
Javer Mendieta
Production Manager :
Juan Carlos Salcedo
Producer :
Jose Miguel Torres
Product :
Napo Quintana
Administration :
Meche Berrospi
Focus Puller :
César “Chengue” Vallejos Camera
Data :
Sophie Cuadra
Drone :
Mario Nakasone
Gaffer :
Aldo Gutti
Technician :
Alerssandro Carughi
Camera :
G y G
Casting :
Miryam Montes
Filmmaker :
Manuel Llanos
Filmmaker :
Dennis Mayhua
Post Production Supervisor :
Armando Sipan
Color :
Color :
Audio & Music :
Communications :
Diana Mendoza
Communications :
Alexis Collantes

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