DYC whisky is a brand targeted at young people who are not heavy media consumers because they spend their time on the streets, and in Spain, they meet each other in parks or special places to drink togetherBecause of their low buying power, their consumer habits are related to sharing drinks they buy with mates. Another key issue is that alcohol advertising is forbidden in mostly Spanish cities, therefore, we needed to invent a new media

Drawings were seen by young people out and about on the streets and achieved excellent impact and stand outIt received good coverage on the TV, internet and in newspapersThis coverage generated a return in excess of 8 times the media investment, with added value estimated at around €480,000