FIRE THAT BRINGS LIFE

Cruzcampo Fallas

The Cruzcampo campaign for the Fallas in Valencia focused on simulating a flaming bottle as a Falla, with its interior revealing the wooden skeleton. This concept merged the tradition of the Fallas with the 

essence of Cruzcampo, a brand deeply tied to Spanish culture, but with a modern twist celebrating fire, creation, and renewal.

Brand Positioning
Visual Identity
Art Direction

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The burning bottle symbolized the spark that ignites a new experience, as well as the connection to the culture and passion of the Fallas in Valencia. The Falla, like the beer, is something created with art, dedication, and passion. To complete the campaign, various applications were created for outdoor advertising, promotional materials, and POS advertising.

The campaign was also adapted to the visual and dynamic power of social media, through a series of posts that included short videos, static images, and interactive content. The animations of the burning bottle, accompanied by the popular hashtag 

#FireThatBringsLife, encouraged users to share their most exciting moments during the Fallas.
Additionally, an augmented reality (AR) filter was created for Instagram and TikTok, allowing users to virtually see a Cruzcampo bottle bursting into flames in front of them, referencing the spirit of the festival.

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