On April 9 2016, same-sex marriage was approved in Colombia. BBC, the greatest small brewery in Colombia, wanted to celebrate this in a big way, so, they looked for a gay women couple whose wedding date was close to this date and asked one of them to include in her wedding vows a very special one: letting her wife go for a beer in the week with her friends for a year. If she did it, her wife would receive one year of free beer in BBC and enjoy it once a week with her friends.

To develop the idea we contacted several wedding planners; they might help us to approach different women and explain them the campaign we had in mind. Once the brides accepted, they promised not telling anyone, not even their husbands. We made all the setout and went along with a bride on her wedding day, while she got ready, and asked her what would she be capable to do for her husband/wife to be. Hours later, without anyone suspecting anything, we went to the place where the ceremony was going to be performed and installed cameras, microphones and entered the beer, so when the bride said our vow, we could surprise all the guests with large amounts of beer. Each marriage was documented as a chapter and uploaded to the brand’s Social Media to make it viral. Then we set up a big case with all of them.

1. We have received more than 350 applications via Social Media, coming from several man and woman who want to include the brand’s vow in their marriage vows. Those marriages are planned for the second semester of the year.

2. Awareness for the brand has been generated and the number of followers in Social Media has increased significantly.