The story of Pepe “el mudo” is the story of Pepe and Esperanza, two deaf owners of a bar in southern Spain, is so unique that it deserves to be shared. A documentary about their story not only shows their triumph over adversity, but also the special connection that can be formed between a brand and a person.

Cruzcampo is a beer from the south of Spain. A local beer from the Heineken group that in recent years has gone through a reputational crisis. In the last two years the brand has been repositioning itselt by highlighting the importance of the accent. Accent understood as a human driver to be proud of.

People from the south of Spain face many stereotypes and stigmas because of their accented speech. Cruzcampo's brand platform “heavily accented” has been successful in creating an emotional bond with its audience and positioning its product as more than just a beer. The celebration of cultural diversity and uniqueness is a recurring theme in all of the brand's content.

To Cruzcampo, an accent is much more than a way of speaking. Don't sign language users have their own accent? After researching the topic, they discovered a story of triumph that should be shared.

Pepe and Esperanza own Pepe, “el mudo," a bar in Mairena del Aljarafe (Seville), Spain. What makes this bar unique is that both Pepe and Esperanza are deaf, but despite this difference, the bar has been open for decades with great success.

Deaf people use unique gestures to communicate with those with whom they have a special bond. They seek meaningful elements to define themselves. When you have been working with the same beer brand for over 40 years, the bond becomes so strong that you create your own sign: the Cruzcampo sign.

Pepe and Esperanza were the first to create a specific sign to order a Cruzcampo beer. This sign has become a symbol that has been passed down to new generations.

To share the story of how the sign for a beer brand was born in sign language, a documentary was created. The budget was limited, but the story was so compelling and authentic that the main challenge was to avoid over-commercializing the content.

The documentary is realistic, set in a humble and traditional environment, where the camera only pretends to listen to the couple's story. The protagonists and their loved ones share how the Cruzcampo sign was created, and the art direction proudly showcases typical elements of southern Andalusia. This story shows that you can have an accent without saying a word.

The documentary premiered in a theater where the two protagonists, their families, and many brand-related celebrities were invited. It has become one of the most effective pieces of content in recent years.

With a budget of just over 400k€ including production, media and the event, the campaign ran for three weeks digitally and on social media, generating 1.668.298€ (90% organic), 92 media outlets, and 84.8MM media reach. The organic social media conversation had a 95% positive sentiment.