Sol brings ‘Espiritu Libre’ to the streets of London. The original Mexican beer films office workers as they ‘lose the tie’ and live a fre...
Sol brings ‘Espiritu Libre’ to the streets of London. The original Mexican beer films office workers as they ‘lose the tie’ and live a free-spirited life.
Sol, the original Mexican beer born in 1899, has revealed the hidden ‘free spiritedness’ of London’s desk-bound, 9-to-5ers in a film that sees them ‘Lose the tie, gain some Espiritu Libre’.
The campaign was created for the HEINEKEN-owned premium packaged lager by The Marketing Store, and captures the reactions of a host of city workers as they answer the call to break free and ‘recycle’ their ties.
It’s early evening at Canary Wharf and, after a long day at work, city workers are commuting home at Canary Wharf Underground station. At the station, standing next to the standard recycling bins, many are intrigued to see a tie recycling bin, with the words ‘Espiritu Libre’ printed on it.
We see lots of male city types strip off their ties and drop them into the recycling bin. The intrigue continues when the bin makes an unusual whirring noise as if it’s processing something and, much to the amusement of the men and passers by who have gathered around, we see the severed ends of their ties appear at the flap below. A note is attached to it by a Sol bottle top, bent into a clasp.
The note reads “Free Beer for a Free Spirit…” and offers a complimentary bottle of Sol at The Ledger Building Bar that evening.
The film ends by showing one of the men handing over his severed tie at the bar in exchange for a Sol. The barman pins it up on a board next to lots of other chopped-up ties.
The video is part of Sol’s ‘Espiritu Libre’ experiential activity, which saw the tie recycling bin appear at Jubilee Plaza, Canary Wharf on 21st February.
Vicente Cortina, Sol Global Manager says: “Sol’s ‘Free Beer for Free Spirits’ movement brings Espiritu Libre to the streets of London. The video shows the magic that can happen when you help city workers declare their independence and enjoy a Sol with friends.”
Graham Wall, Executive Creative Director at The Marketing Store, says: “The tie can be a symbol of power and success, but it can also be seen as a shackle, part of the daily grind. We wanted to give office workers back a sense of their true selves – to make bold choices and be rewarded for it. The ‘Espiritu Libre’ activity brings out that free-spirited sense of liberation that every bogged-down city worker has in his heart.”
Director, Phil Hawkins
Production, Little Fish Films
Executive Creative Director, Graham Wall, The Marketing Store