Litrazo was a new size format for Pilsen Callao, a leading beer brand in Peru. At Hey Mome!, the task was to make the new presentation look bigger and tied to Pilsen’s motto of "the taste of friendship" in a way that could support a nationwide rollout. The campaign spoke to adults across the country, mainly through outdoor media. Working with the creative director, key messaging and visuals were crafted for Pilsen's team to produce and adapt for the launch.

The work delivered a set of key visuals for OOH, POS and activation pieces across the country. Design principles were used to ensure the new format and message could be understood in a short time on the street, we focused on photography, scale and shared moments. The clear layout made adaptation to mixed-media easier. The campaign gained strong visibility and drew coverage from marketing outlets, this helped "Litrazo" become noticed nationwide.

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The project showed how mass consumer brands need a clear and practical creative approach that can be deployed quickly at scale without losing strength. It showed the value of design principles and using visual references for OOH work.