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(Courtesy Modelo, Circus/MediaMonks)
Thanks to COVID-19, Mexico’s brewing industry came to a halt in 2020. Breweries shut down and barley crops were threatened. Then Cerveza Modelo stepped to help those endangered farmers and introduced a new beer with a mind-blowing visual stunt.
Here’s the deal…
Last was brutal to Mexico’s brewing industry as it was around much of the world. Due to the COVID-19 pandemic the government mandated breweries to shut down, understandably leading to beer outages across the country.
Barley farmers, whose crop is so critical to Mexico’s beer industry, we’re also left hanging. That’s when Cerveza Modelo took bold action to help.
(Courtesy Modelo)
To avoid the loss and economic damage that Mexico’s small producers might potentially suffer, Modelo bought all the farmers’ barley production and crafted a new beer, Modelo Pura Malta, with it.
And then working with Circus/MediaMonks a digital production company in Mexico City, fashioned this amazing visual spot…
The incredible crop art which duplicates the new Model Pura Malta bottle took place in 50-meter barley field in Celaya, Guanajuato.
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All image credits: Modelo Mexico
