Club Colombia Beer - "Siembra"

Leo Burnett Colombia

Leo Burnett Colombia Bogotá, Colombia

1353

Title	Siembra
Agency	Leo Burnett Colombia
Campaign	Siembra
Advertiser	AB Inbev
Brand	Club Colombia Beer
Posted	December 2020
Business Sector	Beers, Ciders, Lagers
Story	"In Colombia the average age of people working on the countryside is 67 years, If we don’t do something about it we will be facing a food crisis in 15 years".The political and economic context of the country made it 3 times cheaper to import some agriculture products, than to produce them locally. Working on barley crops stop being profitable and the you people had to migrated to big cities looking for new opportunities.Thats why, Club Colombia, the beer that bears the name of the country on the outside (label) decided to also carry it on the inside.With this initiative farmers income increased by 22%, in 2 years we will triple barley crops nationwide, and we inspired Ab InBev in Mexico, Peru and Ecuador to implement siembra in their markets.
Problem	Club Colombia it's the iconic premium beer of the country. If you come to Colombia you must drink the beer that's represent us.
Media Type	Case Study
CEO	Olga Lucía Villegas
Chief Creative Officer	Mauricio Sarmiento
Group Creative Director	Lukas Calderón Giraldo
Group Creative Director	Juan Romero
Strategy Director	Alejandro Mora
Account Director	Andrés Llano
Copywriter	Lukas Calderón Giraldo
Art Director	Juan Romero