Cervezas Alhambra has launched “The Wheel” (La Rueda), a new campaign for Alhambra Reserva 1925 featuring Cyr wheel artists performing through the streets of Granada. The film was created by LLYC, directed by Nacho Gayán, and produced by Agosto.
The film uses Cyr wheel performances through Granada’s historic streets as a visual metaphor for the pace of everyday life. The work builds on Alhambra’s 15-year “no rush” brand platform by encouraging viewers to pause for a mindful moment.
“A beer brand that champions a different pace demands a different language,” said Rafa Antón, global CCO at LLYC.
“Years of anchoring consistency in our message have now earned us the freedom to explore its form through a more poetic, visual lens – in a way that feels closer to how fashion or fragrance communicate”.
According to the release: “With ‘The Wheel,’ Gayán and Agosto deliver a visually poetic wake-up call, reminding us that in a world trapped in fast-forward, true quality time isn’t rushed- it is savored.”
The launch follows Alhambra’s cultural project “Sosegá,” which won a Bronze Lion in the Entertainment category at Cannes Lions.
Credits
Agency: LLYC
Client: Alhambra
Title: “The Wheel”
Media/Assets: TV Campaign (30″ and 20″), Digital (Social Media), OOH (Out of Home)
Client Contact: Emmanuel Pouey, Silvia Pozo, Héctor Sánchez-Seco, Selene Martín, Javier Vilar-Sancho Pino, Natalia Polonsky Nicenboim, Javier Carballo Telechea
Global CCO: Rafa Antón
Creative Director: Gabri Fernández
Art Director: Lucía Pertegaz
Copywriter: Pablo Ibáñez
Account Team: Estefanía Piñeiro, Alexandra Luke, Inma Ibarrola
Production Company: Agosto
Director: Nacho Gayán
Executive Producer: Toni Moreno
Production Company Producer: Olmo Heras
Agency Producer: Esther García, Patricia Peinado (WeAreCP)
Documentary Photographer: Victoria Gee
Documentary Director: Marc Valdés, Cyntia Nakatsuka
Post-Production: Serena
Music Composition: Iván Llopis from Banjo
Music: Enrique Palomares (Concertmaster of the Valencia Orchestra), Iván Palomares, Pau Andreu, Miguel Angel Domenech, Albert Ferrés
Voiceover: Enric Auquer
PR Agency: Havas PR
Media Agency: Carat España
Digital Agency: Accenture Song
