La mentira más bonita de Madrid

After two consecutive years working the “Madrid” territory for Mahou under the “Madrid nos lía. Madrid nos encuentra” concept, this time the brand itself took centre stage through a very special limited edition. A tribute to the connections this city creates and to that beautiful little fib that always begins with the classic: “Let’s just have one.”

The idea was–for the first time in the brands history–to remove the name Mahou from the bottles and replace it with “Madrid.” The city that is both the brand’s birthplace and the inspiration for its purpose. An edition defined by encounters and by all the stories that unfold around them in this city—stories written onto Mahou’s own labels, filling the campaign with content, adventures and anecdotes. Because every Mahou carries its own “fib,” its own connection.

The emotional connection achieved with the people of Madrid continued to grow for the third consecutive year, consolidating the territory created in previous campaigns. A campaign awarded Gold at the 2024 Premios Eficacia.