Under the claim, “Would you rather get Beirão?”, we've created a digital platform where people could swap their unwanted Christmas gifts for a bottle of Licor Beirão, knowing their gifts would go to charitable organizations.

We started by developing a website where people could apply to exchange their unwanted Christmas gifts for a bottle of Licor Beirão, and charitable organizations could apply to receive the exchanged presents.

On November 21st, we launched a nationwide multimedia campaign, on TV, outdoor, POS and digital, unveiling the idea. The video, posted on Licor Beirão's Youtube and Facebook accounts, was widely shared, reaching more than 5.5 million people online.

6.179 charitable organizations applied to collect the unwanted Christmas gifts.

Nearly 145.000 people visited the website to learn more about the campaign.

4.188 of them applied to swap gifts for a bottle of Licor Beirão.

After the Christmas Eve, 3.256 gifts were validated, swapped and handed over directly to charitable organizations.

The video went viral and was watched over 5.5 million times on Facebook, Youtube and Instagram.

6.179 charitable organizations applied to collect the unwanted Christmas gifts.

145.000 people visited the website to learn more about the campaign.

4.188 of them applied to exchange gifts for a bottle of Licor Beirão.

3.256 gifts were validated, exchanged and handed over directly to charitable organizations.

Our campaign asked people to swap their unwanted Christmas gifts for a bottle of Licor Beirão. We handed thousands of Licor Beirão bottles over to selected charitable organizations so they could use them as currency for gifts.

We developed a web platform where people could submit their gifts for the swap and charitable organizations could apply to receive the gifts.

Our goal was to present Licor Beirão as the perfect Christmas gift, in a meaningful way, to an audience wider than our usual consumers.

We needed to interpret the Christmas spirit without compromising the brand personality – humorous, witty and irreverent.

Knowing that not everyone drinks Licor Beirão, but most of us feel the urge to help others during Christmas, we've placed the brand in the center of a solidarity chain, getting people to think and speak about it a month before Christmas.

Our insight was: there's always someone who wants our unwanted Christmas gifts.

Licor Beirão is the most famous liqueur brand in Portugal, well known for its flavor, but also for its traditionally unconventional advertising.

In 2016, we needed to come up with a Christmas campaign that would present Licor Beirão as the perfect Christmas gift, but in a meaningful way.

Knowing every major brand would produce its campaign around the Christmas spirit, how could we be more memorable and relevant to everyone beyond our traditional consumers?