This job was for the beer brand La Brava and the goal was clear: positioning a new brand on the highly competitive market of industrial beers, dominated by major brands. We wanted to highlight the difference with its competitors based on the true connection with the region the brand comes from.
After years of summer campaigns set in different locations along the Mediterranean, many social network users had expressed their dissatisfaction with the artificial, forged image of summers on the mediterranean coast the big brands use to display. Taking this as our basis, we tried to connect the brand with the region by showing local people, real landscapes and moments that don’t fit with those summer clichés.
The result: over 300,000 views in just 48h. It became the most popular ad on Youtube over 4 days; it became news and was published in different media.