San Miguel Beer, the official sponsor of the Málaga Fair, entrusted us with the development of a creative campaign, PR activities in the street during the week the Fair was held, and the design of both of the brewery’s booths at the Fair. After a two-year hiatus because of COVID, the Fair was back – and so was the public, ready and raring to experience it once again.

Basing our work on a very young target profile, we made the visual codes that they identify with our own – such as emoticons and stickers, widely used on social media. However, we reinvented these elements to give them a certain “brand twist.”

We also used well-known figures from their universe for the campaign’s graphics: Instagrammers like Cris Mata, Pretty and Olé, and Álvaro Domínguez, as well as urban artist Lalone.

In terms of actions undertaken to be in direct contact with the public and visitors in Málaga, we put together groups of event hosts and hostesses to invite those present to consume the product. Additionally, we breathed life into a character belonging to the brand with the help of well-known actor Antonio Coca Sandina.