ABOUT
IN PANAMA, CARNIVAL ISN'T JUST A PARTY; IT’S A NATIONAL TRADITION SO IMPORTANT THAT NO ONE WANTS TO MISS IT. SOME PEOPLE GO AS FAR AS SELLING OR PAWNING THEIR BELONGINGS JUST TO BE ABLE TO ATTEND. IT’S NO LONGER A LUXURY; IT’S A CULTURAL PRIORITY. AND AS THE OFFICIAL BEER OF CARNIVAL, ATLAS GOLDEN HAD TO LIVE UP TO THAT LEVEL OF PASSION.
WE CREATED THE FIRST-EVER PAWN SHOP WHERE PEOPLE DIDN’T HAND OVER OBJECTS, BUT THEIR WILDEST, MOST ABSURD, AND UNFORGETTABLE CARNIVAL STORIES.
WE BUILT A REAL PAWN SHOP COMPLETE WITH GLASS DISPLAYS, SIGNS, COUNTERS, AND ALL THE TRADITIONAL AESTHETICS, BUT FULLY REIMAGINED WITH ATLAS GOLDEN’S IDENTITY. INSTEAD OF TRADING IN OBJECTS, PEOPLE SHARED THEIR STORIES AT THE COUNTER, WHERE A TEAM EVALUATED EACH ONE. THE MOST MEMORABLE WERE REWARDED WITH BRAND MERCHANDISE OR A TRIP TO EXPERIENCE CARNIVAL LIKE NEVER BEFORE.
AWARDS
Effie\'s - Silver
Back to Goldworthy Stories project
Mister Pixel Studio
United Kingdom
Luciano Koenig Dupont
Photographer / Art Director / AI, Luciano Koenig Studio
Ecuador