Medalla Light checks in at NYC

One billboard. Unlimited pride. (First EFFIE U.S. Win for Puerto Rico!)

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Puerto Rico's history simply cannot be told without mentioning New York. Decades of joint history tie our Island to the mainland, making Puerto Ricans the largest Hispanic group in the state. 

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The launch of Puerto Rico's national beer, Medalla Light, in New York meant huge news not only for the thousands of boricuas living in the state, but also to everyone back on the Island.

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That's why we set out to spread the news from one of New York's most iconic places: Times Square. 

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This symbolic feat quickly fueled boricua pride once we achieved our main goal: posting it on our social media and website, and hence turning the digital billboard into our main online content piece.

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Up to date, it has been one of most shared organic content pieces. And in the end, we were able to give Medalla Light, and all Puerto Ricans, their place on the main stage.

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Recognition

2021 Effie U.S. Awards Winner | Silver | Multicultural Products

Cúspide 2021 | Media | Uso del Medio | Bronce

Cúspide Effectiveness 2021 | Oro

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Credits

Client: Cervecera de Puerto Rico

Agency: DDB Latina Puerto Rico

CEO: Edgardo Rivera

CCO: Enrique Renta

Creative Director: Leslie Robles

Senior Copywriter: Patricia Pérez

Art Director: Jorge López