Hidden beer by Cheil Madrid for Senador Volstead

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Hidden beer

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Industry Beers and Ciders
Media Ambient
Market Spain
Agency Cheil Madrid
Production All Awards
Executive Creative Director Manuel Montes
Creative Director Alvaro Rodriguez - Solano
Released May 2013

Credits & Description

Media: Ambient
Category: Alcoholic Drinks
Agency: Cheil
Brand: Senador Volstead
Geo: Europe, Spain
We needed to launch a new beer in Spain. The insight of the idea came from the name of the beer, that was ironically put in honor of Senator Volstead, who once prohibited the consumption of alcohol. The idea was to go back to that time and hide the beer as they used to in the 20´s, that way making it taste like something prohibited and make people curious about taste it. To promote and to sell the beer we made a special event to find the beer hidden in a books cabinet and a website where that was also hidden. At first sight it seemed to be just an online toy store, full of teddy bears, but with some clues you could find out that resizing the page the real website of the beer would be revealed. After purchase, the delivery was also hidden in a teddy bears box.
Web: http://senadorvolstead.com
Advertising Agency: Cheil Worldwide, Madrid, Spain
Chief Operating Officer: Javier Taboada
Executive Creative Director: Manuel Montes
Creative Director: Álvaro Rodríguez-Solano
Interactive Creative Director: Jorge Morales
Interactive Copywriter: Berta Sánchez
Interactive Art Directors: Jose Ramón Vilar, Jorge Negrotti
Web Programming: Is-Real.net
Post-Production: All Awards
Published: March 2012