The Impossible Hug

Agencies: Publicis Worldwide Peru Publicis Groupe AB Inbev


In Cusco, a city that lives from tourism, artisans were among the most affected by the pandemic. Cusquena, Peru's flagship beer brand, together with Publicis Worldwide Peru; created a new landmark to attract tourists: The Impossible Hug, a statue that represents the embrace that all Peruvians wanted to give each other in times of social distancing and that, without a doubt, every tourist will want to take home.

Based on the two malts used for Double Malt and the claim of the campaign "made of impossible", Publicis Worldwide Peru and Cusqueña decided to do something that seemed impossible in times of social distancing. They created a two-part sculpture that would come together in an embrace in the Plaza de San Blas, an emblematic neighbourhood of artisans in Cusco, to transform it into a new tourist attraction to help economic reactivation.

The two sculptures were created by two artists, one from Lima by Rafael Lanfranco, a pop artist who combines Andean elements in contemporary proposals; and the other from Cusco, by the hand of Edi Mérida, sculptor heir to the legacy of the Mérida family, one of the important artisan families of Cusco and manager of the creation of the Inkariy museum that seeks to keep our pre-Columbian legacy alive.

This professional campaign titled 'The Impossible Hug' was published in Peru in May, 2022. It was created for the brand: Cusquena, by ad agencies: AB Inbev, Publicis Groupe, and Publicis Worldwide Peru. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 2 years ago.


Fernando Bellotti
Publicis Groupe - Regional Creative Chairman

Nelson Fragoso
Publicis Worldwide Perú - Chief Creative Officer / General Manager

Katherine Carrillo
Publicis Worldwide Perú - General Account Director

Celso Zelaya
Publicis Worldwide Perú - Executive Creative Director

Luigi Rissi
Publicis Worldwide Perú - Creative Director / Art Director

Daniel Biasevich
Publicis Worldwide Perú - Creative Director /Copywriter

Tony Cruz
Publicis Worldwide Perú - Art Director

Juanito Julca
Publicis Worldwide Perú - Art Director

Raquel Becerra - Publicis Worldwide Perú
Production Manager

Jean Marcell Loro
Publicis Worldwide Perú - Agency Producer

Esneyder Minaño
Publicis Worldwide Perú - Account Executive

Alvaro De Luna
AB Inbev - Head of Marketing

Diego Devoto
AB Inbev - Global & Local Premium Brands Director

Eduardo Miró Quesada
AB Inbev - Brand Manager

Kiara Kottke
AB Inbev - Brand Manager

Micaela Rodriguez
AB Inbev - Lead

Rafael Acuña
Del Mate Producciones – Production

Rafael Lanfranco
Freelance – Artist

Edi Mérida
Freelance – Artist

Rodrigo Malnati
Zumba - Audio Post Production


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