The idea was to recreate the TV Spot story, in real life.On a day on the beach like any other, curious beachgoers were surprised by what appeared to be a natural hole in the sand, with a yellow chain coming out. So they tugged on the chain.

More than 200 consumers were rewarded with... Guess what? Free beer!With a cheap and creative method, we hide a huge PVC pipe in the sand. At one side, the hole with the chain, at the other, some hidden producers hanging cold beer cans. With hidden cameras we registered all the reactions.

The project bridges the gap between fiction and real life, allowing for a brand-new entertainment experience for the target audience during one of the most relevant consumption occasions.More than that, a simple idea has spread on the web: in the first week, right after its launch, the video enjoyed more than 20,000 views on YouTube and more than 100,000 mentions on Google, and generated an enormous amount of free publicity for Skol, in national and international magazines, sites and blogs.