As a challenge and a new way to be creative in marketing, Peruvian brand Cusqueña found a way to create a new kind of advertisement, a billboard sign that's handmade by a loom. This campaign had the message of "Peruvian prosperity," so the value of this is bigger than you can see, because the purpose is to remind that towns like Cusco grow up to be recognized by world.
The idea of this project is to link everything about Peruvian culture with this advertisement. Talking about the meaning of its colors, the yellow shows us the sun (in Peruvian culture it is a reference to the "Inti God") and the red color represents Peruvian blood, passion and soil fertility. At the same time the billboard sign uses Peruvian "Ñahui" and "Payay Pagarly" images to show the meaning and beauty of the Peruvian highland.
Key Themes Behind This Trend
- Handmade Branding
- Creating handmade branding experiences to promote products and values.
- Cultural Immersion Marketing
- Designing marketing campaigns that highlight cultural heritage and traditions.
- Sustainable Advertising
- Using eco-friendly materials and techniques to promote brands and products.
Where This Applies
- Fashion
- Integrating artisanal techniques and indigenous materials to create unique fashion products.
- Tourism
- Designing immersive tourist experiences that showcase local culture and traditions.
- Food and Beverage
- Incorporating traditional flavors and culinary techniques in food and beverage products to celebrate cultural heritage.
