AB InBev Transforms Beer Bottles Into Tiles To Safeguard People Against UV Rays

It’s no secret that constant exposure to ultraviolet rays isn’t great, considering the possibility of getting a heat rash, sunburn, or even worse, which could even lead to skin cancer. This holds even truer for people living in Arequipa, a city in Peru with the world’s highest UV levels.

To raise awareness of the issue among locals, Arequipeña, AB InBev’s regional beer brand in the country, teamed up with creative agency VMLY&R Peru to transform beer bottles into functional tiles, which were then placed at bus stops, cafes, and bars across the city.

According to LBB Online, the reason these custom tiles are great for blocking out UV rays is that the beer bottles come with built-in 400-UV protection, in order to shield the beer from going bad when exposed to sunlight.

Arequipeña Beer - Bottle Tiles from Oscar Gonzales on Vimeo

At these shelters within Arequipa, visitors can scan a QR code on the tiles to access tips on how to keep themselves safe while out in the sun or even schedule a skin cancer screening through the charity Por Un Perú sin Cáncer (For a Cancer-Free Peru).

Diego Devoto, Director of Arequipeña Beer (AB InBev) told the publication that the region’s people are the “most important” to the brand, hence the desire to spread the message about the concerning issue.

Tin Sánchez, Executive Creative Director at VMLY&R Peru, concurred, telling AdAge that while having the highest levels of radiation in the world, the city had the responsibility to “inform, generation conversation, and prevent” the ills linked to UV rays.

[via LBB Online and AdAge,s image via Arequipeña Beer]