Responses by Mood Peru

Background: We wanted to encourage and help out essential workers during this time. Therefore, we sent a request on social media to hydrate them. Users selected and suggested the institutions and workers in their own cities, and Generade brought its sports drinks to these essential workers.

Reasoning: How much effort has been made by those who have been willing to give up their lives for ours? After researching and talking with specialists and calculating and making comparisons between these essential workers and athletes, we discovered that these workers work and move almost as much as a professional athlete does in her daily routine. So, we considered them as athletes against the pandemic.

Challenges: Calculating and making the comparisons between the essential workers and athletes with accuracy. That’s why we had to ask for specialists’ expertise on it. It was also difficult getting the profiles for these photos. Since Peru is still in quarantine, we couldn’t go outside and photograph. So, we asked photographer Luis Cáceres Álvarez to shoot this outdoor job, which required realistic and tough art styling.

Favorite details: By exposing this data and profiles in print ads, we were able to helping these essential workers continue in the fight against COVID-19.

Visual influences: We took many references from journalistic work. The portraits were similar to war portraits and were able to show the workers on the pandemic battleground.

Anything new: Being a doctor, policewoman, soldier or firewoman is a very tough and sacrificial job, even more so during a pandemic.

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