After having created The Oktoberfest season in Colombia 6 years ago and having successful events, we stopped being the only Oktoberfest in the country losing relevance in a season that we created. By 2019 we had no choice but to speak differently to our consumers. And if the invitation to our consumers was to experiment, there was no point in making the same campaign as very year. We set up a co-creation laboratory, where film directors, creatives, art directors and experts in special effects, collectively created a whole laboratory of experiments in a marathon, related to our three pillars: music, gastronomy and beer.
There we experimented for 48 hours with the most precious thing we have, our liquid, as never before. We used beer as raw material and let it react to different stimuli to capture all of its reactions. The result was a completely disruptive content in the category, generating unique and unrepeatable pieces.
✶ key visuals ✶
✶ making off ✶
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