Our solution was simple. To challenge our target audience to prove they shared Sol’s ‘Espiritu Libre’ by slipping off the shackles of the 9 to 5 and declaring their independence.

Canary Wharf was the perfect location; the corporate heart of the city and home to hundreds of salarymen for whom the conformity of the suit and tie belies the individuals they really are.

On the day, 'Free Beer for Free Spirits' rewarded those curious, brave and independent enough to lose their tie, and became a film which quickly went viral, spreading Sol’s Espiritu Libre and creating debate across the UK.

On the day over 60,000 Canary Wharf businessmen and women were interrupted by our unexpected and intriguing activation.

At its peak, the Sol ties film was the most shared video on Facebook and Twitter in the UK. In just 3 weeks it received over 312,000 views. Of those 82% were men and were between 25 - 44 years old; right on target.

Sol ties also got people talking, enjoying over 17,000 engagements across Twitter and YouTube as well as commentary in national and international media.