Bringing the Spanish Sun to London

Client

San Miguel

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Capabilities

Advertising, Content & Social, Digital, Experiencias interactivas, Experiential, PR

Date

25/11/2024

In its quest to solidify its position as Europe’s leading Spanish beer, San Miguel has launched an innovative campaign in the UK: “Summer Saving Time”. Developed in collaboration with VCCP Spain, this initiative aims to "gift" Londoners an extra hour and a half of sunlight, capturing the warm and vibrant essence of Spanish culture and bringing it directly to the heart of London.

The campaign centers around a spectacular artistic intervention on Europe’s largest advertising mural, located in the iconic Shoreditch district. This mural, designed by renowned Spanish artist Asis Percales and executed by Global Street Art, transforms the urban space into a vibrant tribute to the warmth and vitality of Spain. Additionally, the mural will feature a dazzling daily light show from October 24th to November 3rd, lighting up the streets and uplifting spirits as daylight hours shorten.

This comprehensive campaign strategy includes multiple elements:

  • Digital campaign developed with Zenith Media, designed to amplify the reach of the message.
  • Collaborations with local influencers, managed by the PR and communication agency Headland, creating direct connections with British consumers.
  • Point-of-sale promotions through cashback activations, encouraging direct interaction with the brand.

Additionally, a dynamic platform (www.seekingthespanishsunshine.co.uk) was created to complement the campaign's central concept. The website features two interactive modes: when the mural is illuminated in real-time, the site appears in vibrant colors; when it’s not lit, the site shifts to black and white, maintaining a visual and emotional connection with the artistic intervention.

The “Summer Saving Time” campaign, part of San Miguel’s global strategy “Here’s to the Seekers”, reflects the brand’s and VCCP Spain’s commitment to delivering meaningful experiences that resonate with their consumers. This ambitious project not only strengthens San Miguel’s identity as a global cultural icon but also demonstrates the power of creativity to transform spaces and connect with emotions.

From the spectacular large-scale mural to the digital and PR initiatives, every element of the campaign works in harmony to transport Londoners to the warm essence of Spain, reminding them there’s always a way to enjoy a little more sunshine.

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This was a
Advertising, Content & Social, Digital, Experiencias interactivas, Experiential, PR
Project for San Miguel