For 40 years, celebrities from all walks of life have toasted with Freixenet by starring in the most long-awaited ad of the Christmas season in Spain. Ads with which the brand has put on a show and entertained audience for decades.

Now when the country is experiencing one of the worst moments of the crisis, we wondered if there were still reasons to celebrate. And we thought who better to answer this question than society. So, this year, we decided to have people and their reasons to toast as the stars of our Christmas campaign.

We held a press conference where we announced this year's campaign in the media. Directed by the filmmaker Bigas Luna we made a call inviting everyone to participate in the campaign.

We created a specific YouTube channel for the brand where you could see a tutorial video explaining how to participate. A site which contained all the toasts the participants sent us.

Also, we managed to generate a buzz through an online campaign with banners, posts on influential blogs and activity on social networks.

Participation was an unprecedented success in Spain.

2,251 videos with toasts from all parts of the country.

More than 1,500,000 views, comments and shares on YouTube.

More than 1,120,000 people visited the brand’s site.

183,137,360 total impressions on Facebook.

And for the first time in the history of the brand, the star of Spain's most famous toast was not a celebrity, but the feeling of a whole society. Life is to be celebrated.