El Águila proposes to reinterpret one of the most characteristic gestures of its consumption, turning the bottle upside down before drinking its unfiltered beer, as the starting point of a cultural activation. Under the “Limitadísimas” concept, the brand transforms the ‘butt’ of its bottles into an artistic support and makes it the axis of an exhibition open to the public in Madrid on April 24 and 25*.

The initiative, devised by Ogilvy, brings together four creators from the national scene – Walls, Pau Clavero, Mariang Maturana and Miranda Makaroff – who reinterpret their creative universes in a collection of 40 exclusive designs applied to the base of unfiltered El Águila bottles.

The exhibition, conceived as “The Art Gallery of El Águila”, allows us to explore the creative processes of each artist through materials, references and visual pieces, connecting the beer universe with artistic language. The activation also incorporates a participatory dimension, with a store associated with the campaign and dynamics that allow attendees to access prizes and experiences linked to the collection.

In addition to the event, the campaign extends to the point of sale nationwide through a promotion that introduces these bottles in random packs. Those who find them have access to an exclusive piece, as well as experiences designed together with the artists.

With “Limitadísimas”, El Águila reinforces its link with contemporary culture and consolidates a line of communication that transcends the product to build experiences through the packaging itself.

*Exhibition open to the public:
TR31NTAYUNO Space (Calle Fernando VI, 31)
– Friday, April 24 from 4:00 p.m. to 8:00 p.m.
– Saturday, April 25 from 12:00 to 2:00 p.m. / from 5:00 p.m. to 8:00 p.m.