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The ongoing Covid-19 pandemic hit artisans hard by limiting the in-person encounters that many rely on to survive. Many makers have had to reimagine or even go back to the drawing board entirely to keep their livelihoods afloat, but there have been a number of artistic innovations along the way.
One inventive solution comes from AB InBev‘s Cusqueña, Peru’s flagship beer, in partnership with Publicis Worldwide Peru. “The Impossible Hug” saw the introduction of a cultural landmark alongside new ideas for helping artisans continue to thrive during the public health crisis of the pandemic.
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