The Country of the Panama Hat

Agency Network: 
November 2018


"Panama Hats” are beautiful and world renowned artisanal pieces. People who love these hats assure that they were called as such before Theodore Roosevelt was born. But it was on the North American president's visit to the Panama Canal in 1906 that the hat became known by this name all around. Although they are worldly renowned as “Panama Hats,” they are originally made in Pile, Ecuador. Today in the city of Montecristi, the details of the hats are fine-tuned with such patience, exquisite softness, and to such extent that the quality of the straw can be mistaken with silk.

With this action, Club Premium wants to call the attention of everyone and reach an agreement: the hat which both countries share should maintain its worldwide name, but all labels and all places in the world where this emblematic hat is referred to, must give credit to the expertise, quality, and hard-work of the Ecuadorian master craftsmen from Pile, Montecristi, Cuenca, and other places in Ecuador, who dedicate their life and time to converting humble straw strands into masterpieces. The “Panama Hat” and Club Premium beer. 100% Ecuador, 100% Mastery.

Film advertisement created by MullenLowe, Ecuador for Club Premium Beer, within the category: Alcoholic Drinks.

Advertising Agency: Mullenlowe Delta, Ecuador
Chief Creative Officer: Carlos Oviedo
Creative Director: Carlos Vergara
Art Directors: Kerbis Mendoza, Eduardo Revelo
Copywriters: Andrea Guarisma, Valentina Gutierrez
Producers: Carlos Ramirez, Mauricio Alarcón
Additional Credits: David Castre, Julio Almada / Otto Von Films
PR Agency: Atis-ketchum Ecuador / CN AB inbev Ecuador
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