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. But we went beyond the GIF and created a behind the scenes piece of content for each of the GIFs as well. Funny pieces of content starring Alex de la Iglesia where we not only tell how the GIF was shot, but also, we tell the benefits of the product in a funny way.

The execution of the work was entirely in digital. First, we launched our GIFs and then we invited people to enjoy the "Behind the GIFs", funny pieces of content starring Alex de la Iglesia, where we tell how the GIFs were shot but also, telling the benefits of the new product in a light-hearted way.

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