All the Canary Islanders were brought to sing the song as if it were their own anthem.
Brief
Dorada asked us for another summer campaign based on the creative platform. But we thought we needed more than that.
Challenge
To compete against the big budgets of the other national beer brands that were also active at the time.
Solution
As simple as starting our summer campaign in… March! We involved consumers in the process of our campaign, with special emphasis on the creation of a song based on specific insights into the Canary Island lifestyle.
Results
We ran such a powerful campaign that it turned advertising into popular culture. In numerical terms, we were simply the most popular marketing campaign in the Canary Islands. According to the data: an advertisement that became popular culture.
Not sorry.
