First, we released a campaign teaser on radio, VP, and – most importantly – on social networks advertising an open call for the hunkiest guys in Mendoza. We promised guys they’d be participating in the most incredible beer ad ever and organized a fake casting in the Sheraton Hotel in Mendoza where more than 370 young men showed up.

At the casting, the hunks repeated disparate lines of text without knowing what the commercial was really about. All they knew was that this was supposed to be an incredible beer ad.

At the same time on the same night, we put on a party at the most popular club in the city, The Black Jager Club, which we advertised a week before on the brand’s social media pages. A party that, obviously, none of the studs in the city attended, as they were all at the casting.