SÉ INFIEL A TI MISMO
Agency: After Madrid
Client: San Miguel
THE CHALLENGE
Making Magna by San Miguel the beer of Gen Z
San Miguel wanted to reposition Magna, a unique beer crafted like a premium, but meant to be enjoyed in any occasion, as the beer for Gen Z.
Making Magna by San Miguel the beer of Gen Z
San Miguel wanted to reposition Magna, a unique beer crafted like a premium, but meant to be enjoyed in any occasion, as the beer for Gen Z.
THE IDEA
Celebrate the contradictions of a generation disloyal to itself.
The contradictory nature of Magna helped us to create a narrative to engage one of the most contradictory generations in history: Gen Z. With our brand concept “Be disloyal to yourself”, we created a campaign disloyal to what campaigns usually are.
Through spots, visuals and activations, we invited Gen Z to celebrate their contradictions with a beer crafted to be disloyal to itself. Gay and catholic, ecologist but addicted to fast fashion, feminist but lover of reggaeton... Gen Z found a safe place to enjoy their double sides with a Magna by San Miguel.
Celebrate the contradictions of a generation disloyal to itself.
The contradictory nature of Magna helped us to create a narrative to engage one of the most contradictory generations in history: Gen Z. With our brand concept “Be disloyal to yourself”, we created a campaign disloyal to what campaigns usually are.
Through spots, visuals and activations, we invited Gen Z to celebrate their contradictions with a beer crafted to be disloyal to itself. Gay and catholic, ecologist but addicted to fast fashion, feminist but lover of reggaeton... Gen Z found a safe place to enjoy their double sides with a Magna by San Miguel.
CEO: Jorge Solís
Executive Creative Director: Charlie Pérez Sauquillo, Juanjo Casañas Account Management: Esther Carmona
Planning: Agnès Riba, Patricia Rozano Art Direction: Esther Sibón, Juan Ferrer, Isabel Cristóbal, Diana Sánchez Copywriting: Javi Sendra, Elena González