So, to launch a beer no brand had ever brewed before, we asked Alex de la Iglesia, one of Spain's greatest filmmakers, to direct something he had never directed before. Not a movie. Not a short film. Not even a branded short film. A GIF. Yes. But not only one.

That's how San Miguel created: The GIF Trilogy. A dark comedy series launched on social media. 3 GIFs as told by Alex de la Iglesia. Of course, like any other movie, our GIFs had a red-carpet premiere, posters and behind the scenes: a special piece of content for each of the GIFs starring by Alex de la Iglesia.

The execution of the campaign was entirely in digital. First, we launched our social media teasers that told how Alex de la Iglesia was working on a GIF, for the first time in his career. This started creating buzz around the campaign. We also launched a series of posters. The first GIF posters ever, that look like real movie posters announcing the date of the premiere on San Miguel's social media. A few days later, we had a red carpet premiere in a theater, with celebrities and influencers who helped us share the campaign. Then, the GIFs were launched on social media. Each of the GIFs had a "making of", starring Alex de la Iglesia.

People and fans went crazy about it and talked about our GIFs on their social media. The launch got Manila the attention of the Spanish and international press, like ABC, Vanguardia, Tele Cinco, Cuatro, MSN, La Razón, HOY, among others. The campaign got 50 million impressions*, and searches for "Manila" increased by 213%. "The GIF Trilogy" is the most talked about launch campaign in San Miguel's history. *Source: Kantar Media