Cruzcampo is a beer from the south of Spain. A local beer from the Heineken group that in recent years has gone through a reputational crisis. In the last two years the brand has been repositioning itselt by highlighting the importance of the accent. Accent understood as a human driver to be proud of.

Pepe and Esperanza own Pepe, “el mudo," a bar in Mairena del Aljarafe (Seville), Spain. What makes this bar unique is that both Pepe and Esperanza are deaf, but despite this difference, the bar has been open for decades with great success.

Deaf people use unique gestures to communicate with those with whom they have a special bond. They seek meaningful elements to define themselves. When you have been working with the same beer brand for over 40 years, the bond becomes so strong that you create your own sign: the Cruzcampo sign.

Pepe and Esperanza were the first to create a specific sign to order a Cruzcampo beer. This sign has become a symbol that has been passed down to new generations.

People from the south of Spain face many stereotypes and stigmas because of their accented speech. Cruzcampo's brand platform “heavily accented” has been successful in creating an emotional bond with its audience and positioning its product as more than just a beer. The celebration of cultural diversity and uniqueness is a recurring theme in all of the brand's content.

To Cruzcampo, an accent is much more than a way of speaking. Don't sign language users have their own accent? After researching the topic, they discovered a story of triumph that should be shared.

The documentary premiered in a theater where the two protagonists, their families, and many brand-related celebrities were invited. It has become one of the most effective pieces of content in recent years.

With a budget of just over 400k€ including production, media and the event, the campaign ran for three weeks digitally and on social media, generating 1.668.298€ (90% organic), 92 media outlets, and 84.8MM media reach. The organic social media conversation had a 95% positive sentiment.