Imperial and Fertil Present "Freshness," the new Campaign for the Ticos' Favorite Beer, Always in its Best Version

Nov. 15, 2023

Cerveza Imperial, the beloved brand among Ticos, born nearly a century ago, presents "Freshness," its new campaign entirely produced by Fértil, a production company specialized in the development of audiovisual content with an emphasis on craft.

"Freshness" emerges as a reaffirmation of Imperial, a brand that, by blending German brewing tradition with Costa Rican taste, has consistently embodied joy and enjoyment since its inception, always delivering its best version. This campaign arrives with a compelling insight, creative input from Today, and a powerful aesthetic and narrative proposal centered on its freshest iteration—straight from the brewery into the hands of consumers. The piece was directed by Santi Chavez.

Matias Mendelevich, CEO and Founding Partner of Fertil commented:

"The production design was one of the most challenging aspects. Working on pieces with a strong emphasis on craft is always gratifying. For this campaign, entirely filmed in Costa Rica, we developed scenographic constructions with a vintage-postmodern look. Sandro Angobaldo's work in art was pivotal throughout this process, from costume design to set construction. We utilized artificial intelligence tools for visualizations of aesthetic and cinematic proposals."

 

Hernan Ugarte, Category Beer Marketing Manager added:

"Imperial arrives and remains as fresh as no other beer on every table, bar, or occasion, consistently offering its best version. Demonstrating our commitment to quality, we decided to run this campaign to showcase our intrinsic credentials, affirming our leadership in the country."

 

 

Tarek Pérez Alvarado, Executive Producer and Founding Partner of Fértil concluded:

"It's been three years since we've been signing for Cerveza Imperial, the most important brand in Costa Rica. It feels great when a client calls you back, reaffirming that our processes and results meet objectives. As Peruvians, we are proud to export talent and have our pieces break boundaries in other countries. Costa Rica is a country with immense talent, and we feel very comfortable with the local team with whom we've been filming for 3 years. They have demonstrated a level of professionalism that allows us to tackle increasingly complex challenges with confidence and support. The client has given us significant freedom to propose aesthetically and narratively."