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Mendoza, located in Argentina, is famous for being the land of wine,
but 23 Ríos decided to go against this principle and create a quality craft beer.
That inspired us to make a graphic campaign
that can show the value of craft and dare to do different things.
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EN: To propose marriage on the first date, you need courage. To be the first beer in wine land too.
23 RIOS, MADE IN MENDOZA
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EN: To criticize your father-in-law's barbecue on the day you know him, you need courage. To be the first beer in wine land too.
23 RIOS, MADE IN MENDOZA
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EN: To refuse to be the CEO of the family business and do what you love, you need courage. To be the first beer in wine land too.
23 RIOS, MADE IN MENDOZA
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Idea & Copy: Juan Meneses & Alex Barragán
Illustration & Design : Victoria Kociman
Illustration & Design : Victoria Kociman
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