Cerveza Imperial’s Journey to “Freshness”
Cerveza Imperial, a name synonymous with joy and quality among Costa Ricans for nearly a century, has launched its newest campaign, “Freshness.” This innovative campaign is the brainchild of Fértil, a production company renowned for its expertise in audiovisual content creation, particularly in the realm of craftsmanship.
Blending Traditions and Modern Flair
“Freshness” is more than just a campaign; it’s a testament to Imperial’s enduring legacy. By marrying the rich German brewing tradition with the vibrant Costa Rican palate, Imperial has consistently delivered unparalleled joy and satisfaction to its consumers. This campaign, with its fresh take on beer straight from the brewery, promises to be a groundbreaking addition to the brand’s storied history.
Behind the Scenes: The Craft of Creation
Directed by Santi Chávez, the campaign’s production design posed significant challenges, as noted by Matías Mendelevich, CEO and Founding Partner of Fértil. “Working on pieces with a strong emphasis on craft is always gratifying,” he remarks. “For this campaign, entirely filmed in Costa Rica, we developed scenographic constructions with a vintage-postmodern look. Sandro Angobaldo’s work in art was pivotal throughout this process, from costume design to set construction. We utilized artificial intelligence tools for visualizations of aesthetic and cinematic proposals.”
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The Essence of Quality and Freshness
Hernán Ugarte, Category Beer Marketing Manager, emphasizes Imperial’s commitment to quality. “Imperial arrives and remains as fresh as no other beer on every table, bar, or occasion, consistently offering its best version. Demonstrating our commitment to quality, we decided to run this campaign to showcase our intrinsic credentials, affirming our leadership in the country,” he states. This campaign is a bold move to showcase Imperial’s intrinsic qualities and affirm its leadership in the Costa Rican market.
A Testament to Talent and Collaboration
The campaign also marks a significant milestone for Fértil. “It’s been three years since we’ve been signing for Cerveza Imperial, the most important brand in Costa Rica,” says Tarek Pérez Alvarado, Executive Producer and Founding Partner of Fértil. He highlights the rewarding experience of working with a talented local team and the freedom granted by the client to propose aesthetic and narrative innovations.
The “Freshness” campaign by Cerveza Imperial stands as a beacon of innovation, craftsmanship, and collaboration. It not only celebrates the brand’s rich heritage but also sets a new benchmark in the art of beer advertising, blending tradition with a modern twist. This campaign is a vivid reminder of the vibrancy and creativity that define both Cerveza Imperial and the Costa Rican spirit.
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