El Capulco

The task was to launch a completely new beer brand — El Capulco — by developing its slogan, visual and narrative brand world, and the full communication campaign.

The core direction centered on the lime-slice ritual and the atmosphere of endless summer: sun-bleached light, relaxed surf culture, and a carefree Latin-coastal vibe.

El Capulco is not just beer — it’s a moment when summer comes back into your life. Light, sunny, with a touch of boldness — all it takes is to let the sunshine in. We built the brand world around the idea of escaping everyday routine into a state of endless summer.

To bring this to life, we created a magical portal — a refrigerator. From a typical European apartment, the heroes of the film literally step onto the beaches of Bali: into a world of sun, ocean, and freedom. This leap from grey daily life into the bright world of El Capulco became a metaphor that every sip opens the door to summer.

We developed a multi-channel campaign: DOOH filled with sunny images of Bali, vertical videos for digital, a banner campaign and radio, as well as TV commercials that became one of the most remarkable launches of the season.

2025

El Capulco is not just beer — it’s a summer ritual you’ll never forget.