When we go to a festival, we already know the routine: we sing at the top of our lungs, we jump until our legs hurt and we toast with our friends. But while we enjoyed our favorite band show, have you wondered who’s behind making it all work perfectly?
In the recent edition number 26 of the Live Latin, , Indian beer He decided to turn the reflectors and point them to where almost no one looks: the more than 11,000 workers who hold the festival on their shoulders.
under its powerful platform “Guerrera Soul”, The brewery brand launched an initiative to make visible deliverymen, cubeteros, sound engineers, quartermaster personnel, assembly teams and logistics. Those real warriors who arrive before the sun rises and leave many hours after the last assistant leaves the room.
The glass of indian beer: a very different collection poster
If you went to the festival, surely you had in your hands one of the most coveted and emblematic objects of each edition: the commemorative glass. However, this year Indian Beer gave it a spectacular and deeply human turn.
Instead of printing the names of international bands, The brand transformed the glasses into an “alternate line-up”, printing the names of the members of the staff. It was a brilliant way to make the recognition visible, everyday and for people to take home a bit of the history of these workers.
In addition, each glass worked as an access key: scanning it, the public could enter a digital space to learn about the faces, profiles and anecdotes of these warrior souls. (If you want to know these effort stories, you can see them Here in the official portal of Indio).
“In Mexico, ‘Guerrero’ is easy to say, but we live and fight every day. With this initiative we wanted to recognize the more than 11,000 people who make Vive Latino possible and remember that the festival is also built with its work, trade and energy “, highlighted Rodrigo Mendoza, brand manager of Cerveza Indio.
An epic toast next to the damn neighborhood
To amplify this message, Cerveza Indio projected micro-documentaries on the festival screens narrating the daily battles of the production team. But the peak moment, the one that truly gave goosebumps to thousands of attendees, occurred during the set of The damn neighborhood.
In the midst of the euphoria of their presentation, the band paused to join the Indian Cerveza tribute. in front of thousands of people, A massive toast dedicated to these warrior souls was raised, while the main screens projected the names of the staff. It was an instant of pure connection between the public and those who operate in the shadows.
A support that goes beyond the applause
The recognition did not stay alone in collectors and applause. Demonstrating a real commitment to the community that lifts the entertainment industry in Mexico, Cerveza Indio made a contribution in pantry vouchers for more than 3,000 people who work on the front line of the festival.
This initiative leaves us with a great lesson: Vive Latino is not only sing and dance, it is built with the hands, the sweat and the Warrior soul of thousands of Mexicans. Cheers to them!
