{"id":3386,"date":"2025-07-05T17:12:28","date_gmt":"2025-07-05T15:12:28","guid":{"rendered":"https:\/\/www.karateagency.com\/proyecto\/sentir-malaga\/"},"modified":"2025-09-23T13:03:55","modified_gmt":"2025-09-23T11:03:55","slug":"sentir-malaga","status":"publish","type":"proyecto","link":"https:\/\/www.karateagency.com\/en\/proyecto\/sentir-malaga\/","title":{"rendered":"Sentir M\u00e1laga"},"content":{"rendered":"\n

San Miguel had not been emotionally connected for too long with the city of Malaga, where it has been operating for more than 60 years and has one of its most important factories. In addition, all the support it offers to the main brands in the city such as UNICAJA, M\u00e1laga CF, La Feria, Soho Theater and Sohrlin School were not being related in a direct and natural way with the brand, thus losing a lot of legitimacy and closeness with the people there.<\/p>\n\n

So, what began as a simple request to design a Special Edition grew into a far more ambitious vision: a full 360\u00ba campaign. The first spot\u2014taking inspiration from the dedications on southern barrels\u2014delivered an emotional message of recognition to M\u00e1laga and its people, while highlighting the institutions and events San Miguel sponsors. Alongside the launch of this Edition, a mural was created using the brand\u2019s own labels. Combined with a set of complementary actions, the campaign achieved its goal: to reconnect with a city so strategically significant, and one that has always been a source of inspiration for the brand. <\/p>\n\n

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