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Sé infiel a ti mismo

After Madrid · San Miguel Magna

The challenge: making Magna by San Miguel the beer of Gen Z.

Celebrate the contradictions of a generation disloyal to itself.

San Miguel wanted to reposition Magna — a beer crafted like a premium, but meant to be enjoyed any day — as the beer for Gen Z. A contradiction in the product that was crying out for a contradiction in the campaign.

The idea

A disloyal campaign, for a disloyal beer

Building on Magna's contradictory nature (premium taste, but made to be enjoyed any day), we spoke to one of the most contradictory generations in history: Gen Z. With the concept "Be disloyal to yourself" we created a campaign that celebrated those infidelities. Through spots, visuals and activations, we invited everyone who enjoys their contradictions to celebrate them with an equally contradictory beer. Gay and catholic, ecologist but addicted to fast fashion, feminist but a reggaeton lover... Gen Z found a safe place to enjoy their double sides with a Magna.

Sé infiel a ti mismo — campaña para San Miguel Magna

"Be disloyal to yourself", the campaign concept.

The case, in video.

The "ecologist" spot.

The "devout" spot.

Credits

Credits

A large team for a campaign spanning video, visuals and activations.

AgencyAfter Madrid
ClientSan Miguel Magna
CEOJorge Solís
Executive Creative DirectorsCharlie Pérez Sauquillo, Juanjo Casañas
CopywritingJavi Sendra, Elena González
Art DirectionEsther Sibón, Juan Ferrer, Isabel Cristóbal, Diana Sánchez
PlanningAgnès Riba, Patricia Rozano
Account ManagementEsther Carmona

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