Ciudad de Encuentro

Mahou
&Rosàs - 2021

Mahou had gone too long without speaking proudly of its origins IN Madrid, held back by the controversies and tensions that have surrounded the city in recent years. It became so politicized, so under scrutiny. Yet the brand needed to reconnect with its home city—openly and fearlessly.

The idea was simple: to speak about Madrid. As a city where people come together, and as the place that truly defines Mahou’s personality and its new purpose, “the value of connections.” Perhaps the challenge was not whether to speak about Madrid, but how to speak about it. Through real stories, depicting a Madrid that is streetwise and welcoming, a city that everyone recognizes —whether they were born here or simply feel they belong.

In the end, the campaign went beyond the local. What began as a gift for Madrid’s people resonated emotionally far beyond the city, becoming the third most-watched beer campaign in Spanish history, after Cruzcampo’s “Lola” and Estrella Damm’s “Alma.”

“Madrid is anyone with a dream and a suitcase at Atocha. A city without end that kills us and keeps us alive. Madrid is that burst of magic that unites a father and son in the final minute. That night with friends you never wanted to end. The luck of finding you among the thousand shadows of Gran Vía.

Madrid is music and chaos. It is kiss and it is home. It is arriving and feeling you’ve already been here. It is leaving and feeling you never did. Madrid means those glasses of draught beer that give us life, from Argüelles to Lavapiés. The only sky that needs no sea. Madrid is every time we come together without knowing each other. Every time we find each other without searching. Madrid belongs to everyone and to no one.”