Mahou – Living Life to the Fullest
Borja Borrero (Executive Creative Director)
Carlos Magro Mtnez-Illescas (Design Director)
Enrique Rodríguez (external film director)
To achieve greater visibility in a little differentiated advertising segment, beer manufacturer Mahou decided to generate branded content for special events such as the Madrid Fashion Week. A video was produced which conveys the characteristics of their latest premium product, “original, daring and related to night life”, and which was shown in a continuous loop in a space that was open to the public during the various events. Limiting the narrative elements to just the logo and label design, the story delivers an unexpected and surprising audiovisual experience, underlining the manufacturer’s expertise. Different elements of the logotype and the label were used in a deconstructive mobile installation, rotating and superimposing them on top of the bottle to convey the high quality of this beer. This approach resulted in the illusion of an endless ballet that would revolve or dance around the bottle. Filmed in 360 degrees against a black background, a work was thus generated that took a different path to convey its message.
Statement by the jury
»This video manages to break loose from the familiar advertising aesthetics in this branch by creating an entirely new style. The various elements such as animation, typography and, above all, the sound design are interwoven in a highly elegant manner in order to create an engaging and lasting impression. The video thus gives convincing proof that beer can also be envisioned differently.«