In Spain, a life lived to the full is a life full of contrasting experiences

OBJECTIVE
Across Europe young males are leading more fluid lifestyles – seeking multi-faceted, broad experiences. Our new insight about Spain was that it is a countr y where passionately expressed opposites co-exist.

OUTCOME
A new brand positioning based around the insight that Spain is a country where passionately expressed opposites co-exist. A brand book to brought this to life for San Miguel’s internal team and a pan-European adver tising campaign communicated this bold new positioning to a wider audience.

Brand book

Brand book

Brand book

Brand book

Outdoor

Outdoor

Outdoor - Italy