Cannes Lions

LEFFE BEER

LEO BURNETT ARGENTINA, Buenos Aires / AB INBEV / 2008

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Two friends are having a beer inside the pub of a mysterious town. The older fellow explains that a battle is being fought inside him; a fight between two wolves. "One of the wolves", he says, "is all about questions, speed, lust, present, ego. The other is more about answers, tranquillity, love, commitment, water, future, partnership". His friend asks in wonder: "Which of the wolves wins?" The older fellow takes a sip and responds: "The one I feed most ." Over the image of a beer mug, a line reads: Time reveals everything.

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