Edición Gracias 2021

With Gracias, our vision is to honor and empower those who quietly contribute to building a better city—individuals who may not seek recognition but whose work enriches the community and strengthens our shared future. Inspired by the concept of El río nos une, we choose honorees who are often anonymous, people whose dedication may go unnoticed but whose impact flows through society, connecting us all like a river.

Through Gracias, we shine a light on these quiet changemakers, expressing our gratitude for their commitment to a more vibrant, just, and united community.

The 23 Honorees are an inspiring group of individuals whose contributions span across various fields, each driven by a shared commitment to a better Mendoza. Among them are Diana Starkmann, who has rescued and rehomed over 6,000 abandoned dogs; Celeste Echegaray, a dedicated nurse leading COVID-19 vaccinations; and Farid and Andrea Nallim, pioneers in electronic waste recycling.

The honorees also include community figures like Hugo Vitale, an intensive care doctor who brings comfort to patients through “healing walks,” and Adriana Gómez, who empowers women through a sewing workshop for those in vulnerable situations. From sustainability advocates to sports coaches, teachers, and artists, each honoree reflects the spirit of unity and resilience, showing that meaningful change often starts with everyday actions and unwavering dedication.

The campaign expanded beyond the product, creating a strong presence with posters and messaging that resonated deeply with the community. The visuals and headlines focused on three key pillars: the pride of being local, the rejection of corporate dominance that takes wealth out of Mendoza, and the undeniable quality and flavor of the beer. Some posters celebrated “Mendocinidad,” urging people to choose local over corpo giants, while others highlighted the craftsmanship and superior taste of Troca, appealing to the senses. Together, these elements created a bold and engaging campaign that celebrated not only the beer but also the values it represents: collaboration, local pride, and exceptional quality.

Honorees include remarkable individuals like El Loco Julio, who famously won the lottery and donated his winnings to build a new stand at his beloved club Godoy Cruz and Federico Accardi, a medal-winning player for Los Murciélagos, Argentina’s national blind soccer team. Receiving their own special edition pack with their names and stories is a moment of joy and pride for these honorees. This tribute celebrates not only their extraordinary achievements but also the passion, determination, and generosity they bring to the community. Each honoree feels valued and appreciated, their personal stories connecting with the spirit of Gracias in a meaningful way.

The media embraced The 23 Honorees with enthusiasm, bringing much-deserved attention to these remarkable individuals and their stories. Coverage highlighted the diversity of contributions, from environmental conservation to social inclusion, showcasing the honorees’ unique impact on Mendoza’s community. Journalists captured the spirit of the event, focusing on how these unsung heroes are making meaningful change, often behind the scenes. The media’s involvement helped amplify the message of Gracias, inspiring others to recognize and support local efforts that strengthen and uplift society.

Our intention was simply to create six commemorative cans as a tribute and recognition. However, the impact of ‘Loco Julio’s Can’ was so significant that a group of fans from the Godoy Cruz football club, also known as Tomba, decided to launch a business line selling the cans themselves. The idea gained such traction that it not only resonated with the community but also inspired these fans to generate income by building on our concept