Cervecera de Puerto Rico

Jorge Bracero, Chief Marketing Officer
Luis Chamorro, Brand Manager
Andres Lopez, Export Marketing Coordinator

DDB Latina Puerto Rico *Lead Agency

Edgardo Rivera, Chief Executive Officer
Enrique Renta, Chief Creative Officer
Leslie Robles, Creative Director
Patricia Perez, Associate Creative Director
Jose Gonzalez, Strategic Planning Director
Jorge Lopez, Associate Creative Director
Angel Rivera, Art Director
Jose Mendez, Digital Content Strategist
Yarimar Deliz, Group Account Supervisor
Alicia Guzman, Media Business & Strategy Director
Nildaly Lara, Media Executive
Carlos Rivera, Audio Engineer
Jose Cintron, Editor
Veronica Lopez, Account Executive

Medalla, Puerto Rico’s national beer, needed to generate sales and excitement among the Puerto Rican community in New York, heart of the island’s diaspora. With only a small fraction of the budget of big American beers, the brand focused on a simple, yet unexpected action: a bold Spanish-language billboard designed to inspire cultural and ethnic pride among Puerto Ricans in NY and around the world. This single action created an enormous wave of excitement almost immediately, resulting in one of the most effective and engaging efforts in Medalla's history