In Mexico, everyone refers to beers in many ways, such as: chela, helodia, frías, kawazakis, etc. But never BEER itself.

The brief was to make Mexicans realize the difference between an everyday "chela" and a BEER ("cerveza") and to increase our sales compared to the previous year.

There is very important difference between a "chela" and a "cerveza". The former is an everyday beer, but the latter is a beer created with the finest ingredients and a unique process that involves the toasting of malts. We needed Mexicans to realize this difference and for Cerveza Modelo to stand out from other beers. That's why we took FIRE (something that people would never associate with beer) and turned it into our biggest asset. This allowed us to make both a powerful statement and to create striking visual content so that no one will call us a "chela" ever again.

The work was a mix between studio photography and CGI, because we needed to create a world where our refreshing beer coexisted with the intensity of fire. To achieve this, we partnered with Buenavista photography studio and with Sala Mágica to create the CGI fire.

The resulting OOHs were placed throughout Mexico and thanks to the way we implemented fire into our visuals, we were able to capture peoples attention and stand out from other beer brands.

- Total campaign impressions: +457 M, 21% more than expected.

- Brand sentiment: 95% positive

- 271% increase in sales vs. previous year in ecomm and 10% traditional channel

- # 5 of the top 10 on youtube for a week