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Work of the Week in association withThe Immortal Awards
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Work of the Week: 15/04/22
14/04/2022
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London, UK
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A Paraguayan beer campaign is aiming to stop the frothy nectar accumulating in people's beards with a nifty facial hair style, writes LBB's Addison Capper
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As a somewhat bearded man (I do try, anyway), I was shocked to learn yesterday that at least 1.2 million litres of beer are wasted every year, trapped for eternity on the facial follicles of Earth's population.

According to different studies cited by Grey Argentina, about 0.56 millilitres are lost per sip - and the agency has set out a plan to tackle the issue in an amusing campaign for AB InBev beer brand Pilsen Extra Paraguay. They have teamed up with some of the country's best barbers to fashion a custom facial hairstyle that leaves clear a very specific area of the upper lip where beer drops tend to accumulate.

The campaign kicked off with Paraguay's best-known anchor and TV presenter, Rubén Rodriguez, appearing on air with his nation-famous moustache strangely trimmed. This raised all kinds of comments and rumours that ended up on the front page of national newspapers. A couple of days later, the country finally discovered the truth about Rubén's fresh trimmy. At this point, people were invited to join the cause and go to the coolest barber shops in town to get the 'Pilsen Moustache’ for free. Furthermore, they could head to any of the pubs in town with their newly styled moustache to ask for a complimentary Pilsen Extra to be enjoyed without wasting any drop.

It's an admittedly silly campaign but one that tickled us. It's also in this week's Work of the Week, which you can check out in its entirety below.



Grey Argentina and Pilsen Extra Create a Moustache That Will Save Beer


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Calvin Klein and Palace Collaborate with Willem Dafoe, Studio RM and More on #CK1Palace Film


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McDonald’s Malaysia's Fries Crosswalk Brings Fun Back to the Golden Triangle in Bukit Bintang


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Fahrenheit DDB Introduces AI ‘E-Nterpreters’ to Help Deaf Gamers for Beer Brand Pilsen Callao


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Peugeot Reminds Us of the Value of Time for Ramadan Film


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First Aid Course from BNP Paribas Teaches That Every Life Is Worth Saving


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Southern Cross and TBWA/NZ Launch High-Vis, High-Fashion Line to Keep Pets Safe on the Road


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