Instruments of Resilience

Agency Network: 
June 2018


Convinced of the healing power of music, Medalla Light, Puerto Rico’s national beer, set out to lift the spirits of an entire country by turning fallen trees into Instruments of Resilience. Crafted out of rescued wood, the cuatros, panderos, bomba drums & percussion sticks, the Island’s most iconic musical instruments, now play live at international concerts by renowned artists, showing the world that Puerto Rican spirit cannot be silenced.

Film advertisement created by DDB, Puerto Rico for Medalla Light, within the category: Alcoholic Drinks.

Advertising Agency: DDB Latina Puerto Rico, San Juan, Puerto Rico
Chief Creative Officer: Enrique Renta
Creative Director: Leslie Robles
Copywriter: Patricia Pérez
Art Director: Diana Hernández
Producer: Ive Negrón
Sound Engineer: Carlos Rivera
Editor: Joe Cintrón
Account Director: Tangie Sobrino
Account Executive: Yarimar Deliz
Chief Executive Officer: Edgardo Rivera
Producer: Blanca Abreu
Chief Marketing Officer: Jorge Bracero / Cervecera de Puerto Rico
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kleenex's picture

Well the idea fully worked.

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