Safety Waves
AB INBEV
Issue 52 | October 2019
Agency
Ogilvy Mexico
Creative Team
Creatives: Cesar Agost Carreño, Jessica Apellaniz, Chany D'Amelio Creative Directors: Rodrigo Del Oso Cortes, Jose Mario Muñoz Enriquez Copywriter: Gerardo Vila
Production Team
Media Monks; Interactive Producer: Adrián Pastrana UI Designer + Animator: Eder Anaya UX Designer: Fernanda Gonzalez Technical Director: Pablo Covarrubias Creative Director: Felipe Libano FrontEnd Developer: Ronald Méndez Tech Lead: Gustavo Spredemann WebGL Developer: Joey de Vries Creative Director: Alexandre Ciampi Fittipaldi Experential Producer: Fabricio Madeiros Creative Technologist: Caio Cesar Velenosi Head of Expansion LATAM: Marcelo Planchart Creative Services Lead: Regina Cardenas
Other Credits
Account: Veronica Hernandez Business Leader: Maria del Pilar Troconis
Date
July 2019
Background
Mexican beaches are a paradise for surfers because they have very high waves, but this is also a great danger for tourists who do not pay much attention to the danger signs, specially the red flags, and for this reason more than 2,000 people die from drowning every year in the country.
Idea
The task was to keep the tourists safe and away from the shore in the most dangerous hours. So, every time the waves went up, the price of the Pacífico beer went down in the most famous bar of the beach. During the highest tides, ocean-lovers were given a reason to stay safe. Limited to three beers per person.
Results
An influx of more than 300% in the bar was achieved.
The number of people on the beach in the most dangerous hours decreased by 60%.
The tourists got conscious about the real danger that Zicatela's waves represented and why is so important to respect the warning signs, like the red flags.