Pilsen set out to reignite national pride and reestablish its emotional connection with Paraguayans—especially younger generations—during national holidays, a moment the brand had traditionally owned. However, it faced a significant hurdle: a 10% loss in market share to international beer brands, driven by a growing disconnection between young Paraguayans and their national identity. To reclaim its place in both culture and market, Pilsen needed to make patriotism feel relevant, modern, and emotionally resonant once again.

Instead of competing with international brands through mass media, Pilsen took a radically different approach—by creating an out-of-home campaign designed for an audience of just one.

The brand identified three Paraguayans living in Iceland, Malta, and Vietnam—countries where they were the only known Paraguayan residents. In each location, Pilsen placed billboards with personalized messages written in Guaraní, Paraguay’s ancestral language. These messages were visible to all, but truly understood only by the individuals they were meant for—transforming each ad into a deeply personal reminder of home and national identity.

This hyper-targeted gesture sparked a nationwide emotional response—showing that even when far from home, being Paraguayan is something you carry with you.