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77 veces gracias: Mahou’s awards, told as a hand-drawn comic

A brand with awards in several countries and one idea: the one that matters most is being chosen. In 77 veces gracias (“thank you, 77 times”), we told it in a 45-second animated comic in Mahou’s palette.

77 veces graciasMotion graphics and 2D animation

Sound familiar?

If any of these lines sounds like you, this project is about you.

  1. Your brand has awards, figures and achievements to share, and you don’t want it to sound like an ad for itself.
  2. You want to talk to a young audience without ceasing to sound like the brand you’ve always been.
  3. The style is already decided, and everything has to be told within it.
  4. And you want the video to be remembered for an idea, not a list.

That’s where Mahou came in.

The best award

Mahou wanted to thank its customers for their loyalty, and it had the material: awards from several countries for its beers. The video had to run through them and end on what matters: people choose it every day.

The style came tightly defined: comic, hand-drawn line and a reduced palette of Mahou red, beer yellow and greens, for a young, urban audience. That constraint became the thread running through the whole video.

How we told it

Hand-drawn comic on white, in Mahou red, beer yellow and greys.

  1. Still from the video: the word “¡Gracias!” (Thank you!) handwritten in red on a poster
    01¡Gracias! [Thank you!]

    Start with what you want to say

    The word fills the screen, handwritten in the brand’s red. From the first second you know what the video is about.

  2. Still from the video: a red plane over Berlin, with the caption “Alemania 11 premios” (Germany, 11 awards) and bottles of Mahou
    02Alemania 11 premios [Germany, 11 awards]

    The awards, country by country

    A plane in Mahou’s colours tours Germany, Belgium, the Czech Republic, the United Kingdom and Spain. At each stop, the awards sit next to the city’s landmarks.

  3. Still from the video: people toasting with beer at the bar of a pub with the Mahou logo
    03

    The real award

    After the awards, people toasting in a bar: the video goes back to those who choose Mahou every day, the ones it’s thanking.

  4. Still from the video: Mahou’s range of beers in a row, with the caption “Por tercer año consecutivo…” (For the third year running…)
    04Por tercer año consecutivo… [For the third year running…]

    A close with the product

    The whole range in a row, in colour, to finish the tour with what people recognise at the bar.

Project details

Client
Mahou
Agency
Sweat
Project
77 veces gracias
Format
2D animated video (45 seconds)
Year
2021
Production
The Isla Studio team

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