Estrella Galicia continues to develop its campaign together with Netflix and the series “Berlín” with a new outdoor action executed in Seville. After its activation during the Copa del Rey final at the La Cartuja stadium, the brand has now transferred the concept to the urban environment with a large banner installed in the Plaza de Cuba, starring the character played by Pedro Alonso.

The piece maintains the creative axis of the campaign: “The art of distraction consists of always being where no one expects you.” Thus, it shows the character holding a bottle of the brand under the Cruzcampo sign that crowns the building, in a narrative continuity that reinforces Estrella Galicia’s positioning around surprise and the unexpected. The action is part of the communication strategy linked to the launch of “Berlín and the Lady with an Ermine”, the second season of the spin-off of “La casa de papel”, scheduled for May 15.

The campaign has its origins in the activation carried out during the Copa del Rey final, where the brand generated expectation around an alleged “coup” by Berlin to steal the trophy. However, the resolution broke the expectation by placing the character in another setting different from the one expected, thus reinforcing the idea of ​​distraction as a narrative and strategic resource. That action, developed together with CyW, Youplanet, Evercom and the media agencies Havas and Globant, turned the sporting event into an entertainment and storytelling platform.

Now, the brand transfers that same code to the outside environment, using the city as a support to prolong the story and maintain the conversation. The canvas in Seville amplifies the campaign and turns the urban space into an extension of the story.

The activation has not gone unnoticed in the city. Cruzcampo has also reacted with a banner shared through its social networks, in which it introduces a direct counterpoint to Estrella Galicia’s message. Under the claim “You are so from Berlin. I am so from Seville. With a lot of accent”, the brand claims its link with the territory and its historical positioning around local identity.

The response introduces a new layer to the campaign: the dialogue between the two brands. While Estrella Galicia builds its narrative from entertainment and surprise, Cruzcampo responds from cultural belonging and roots.