Patagonia Nuestra (Our Patagonia)

Medal Won

• 🥈 SILVER – Best Art Direction

Campaign Overview

Patagonia Beer has long stood out for its craft and premium positioning, deeply rooted in local values. To connect emotionally with its audience and honor its origins, the brand launched Patagonia Nuestra, a limited-edition beer that paid tribute to the veterans and fallen of the Malvinas War, an event that holds profound significance for Argentines.

The campaign’s goal was to blend Patagonia’s strong connection to its roots with a socially impactful message, creating a respectful homage that resonated with the public and supported the veterans’ community.

Creative Concept

The campaign’s art direction and storytelling revolved around authenticity and respect:

• Veteran Stories: Collaborated with Malvinas War veterans to narrate their stories, which were illustrated and incorporated into the beer’s packaging and campaign visuals.
• Limited Edition Design: Featured landscapes of Patagonia and the Malvinas Islands, symbolizing their unity and Argentine sovereignty.
• Illustrative Style: Used hand-drawn illustrations to craft a heartfelt narrative, blending the veterans’ memories with Patagonia’s iconic imagery.
• Documentary Insights: Enlisted historian Felipe Pigna to provide historical context, amplifying the campaign’s educational and emotional impact.

Execution Strategy

1. Multi-Channel Presence: Rolled out content across social media, public roads, and Patagonia’s bars, using audiovisual storytelling and static visuals.
2. Veteran Collaboration: Engaged veterans in every step of the creative process, ensuring authenticity and depth in the campaign’s messaging.
3. Charitable Focus: Donated 100% of the beer’s sales to fund the annual Veterans’ Olympics, fostering camaraderie and recognition among veterans.

Impact and Results

The campaign achieved exceptional results:

• 12,000 pints sold, generating enough funds to cover the Veterans’ Olympics.
• 94M total impressions, amplifying reach and awareness.
• 1.5 + increase in Brand Love, +1.4 in setting trends, and +1.1 in uniqueness (vs. the previous month).
• Engagement rate of 8.10%, doubling the brand’s average of 4.10%.
• 96% positive sentiment, reinforcing the campaign’s emotional resonance.

Why It Worked

Our Patagonia seamlessly integrated brand values, emotional storytelling, and social responsibility. Its striking art direction and collaboration with veterans created an authentic and impactful campaign that resonated with audiences while supporting a meaningful cause.