Publicis Perú received a Bronze Lion at Cannes Lions 2024 for the campaign Amunas Recovery. This Cusqueña initiative, in collaboration with Corporativa Backus, stood out in the Business Transformation category.
The bell Amunas Recovery addressed critical environmental issues in Peruvian communities. There were almost 300 entries in the category, of which only 8 received awards. Publicis Peru said that “Cusqueña, the beer that keeps our ancestral Peruvian culture alive, together with Backus, developed a unique environmental project.”
The campaign seeks to recover the ancestral practice of the Amunas to confront the water emergency and climate change. These structures, more than 1,400 years old, are stone and clay channels designed to capture and store water in natural springs, crucial for use during times of drought.
Beto Noriega, CCO of Publicis Peru, expressed his satisfaction: “This Cannes Lion is more than an award. “It arrived at the right time to validate the work, the team and the relationship with a great client.”
Alejandro Molina, VP of Marketing at Backus, said that receiving this Lion is a testament to the joint effort and shared vision between Backus and Publicis. “We are proud to see how our initiatives benefit communities and are recognized globally,” he said.
Finally, for Sebastián Palacio, director of Premium Brands Backus, the recognition goes to a project worthy of pride. “It was a collaborative work of more than three years between many areas and partners. It helps mitigate water stress in Lima and reinforces the purpose of Cusqueña: to inspire us to rediscover the value of being Peruvian.”
