Oniria\TBWA, 23 Sports Marketing Agency
Pilsen
Paraguay
2025
Camilo Guanes, Manuel Rolón, Lucía Arévalos Elías, Pere Escobar Sanz, Nathalie Pera, Diego López, Joaquin Guanes, Pauli Jara, Milner Ayala, Carlos Sanfer, Cooper Hammel
We’re inspired by this creative celebration of Paraguayan identity and community abroad. ¡Feliz Día de la Independencia, Paraguay!
A creative campaign by Pilsen Paraguay honors the millions of Paraguayans living abroad. For Paraguay’s Independence Day on May 14, Pilsen installed a unique vending machine in New York City’s Dumbo neighborhood—an area with a vibrant Paraguayan community. The twist? The machine only activates with a Paraguayan ID card, turning this document into a powerful symbol of identity and belonging, even far from home.
Developed by Oniria\TBWA and 23 Sports, the “Dispenser of Identity” campaign is a simple yet impactful reminder that, wherever you are, your roots and heritage remain a source of pride.
Agencies: ONIRIA\TBWA & 23 Sports Marketing Agency
