BRANDO WINS BRIEF FOR SAN MIGUEL

Brando has won the brief to promote San Miguel’s 'Hidden Depths' series of music and media events throughout 2008.
San Miguel Hidden Depths aims to challenge consumers to look that little bit deeper as they are given a rare insight into the musical and visual inspirations of some of the UK’s most intriguing artists.
This year, the series will consist of five one-off events held in London and Manchester from June until September 2008. Each unique event will be curated by a different guest host from the worlds of music and visual arts.
Activity will start immediately to support the first San Miguel Hidden Depths event, hosted by Wall of Sound’s visionary founder Mark Jones on June 26th at the Soho Revue Bar. The launch night will be closely followed by four more events in London and Manchester, each curated in turn by The Glimmers, Secret Sundaze, Chromeo and It’s Pop It’s Art.
Brando Senior Account Director, Sian Evans, says: “We’re incredibly excited to be working with San Miguel and Amplify on such innovative and interesting events. The campaign will include talent publicity, establishing links with on-brand 3rd parties and promoting the events through secret teaser DJ sessions, media relations and by offering money can’t buy experiences to press and consumers.”
We hope that this will be the start of an ongoing and successful relationship with Spain’s definitive premium lager.”
Brando will be working alongside the concept creators, Amplify, to implement a 360° campaign including a digital hub, online seeding campaign and a Hidden Depths community, with the primary aim to increase the number of San Miguel adorers.
To further engage the right audience and give an additional dimension to the campaign, an illustration competition will be run throughout with support from a media partnership.
San Miguel Brand Manager, Elena Iborra, said: “San Miguel Hidden Depths is a series of unique collaborations between San Miguel and the guests invited to curate. By creating unique partnerships with the artists, we can gain their direct endorsement for Hidden Depths, which acts as a powerful communication tool.”
The win adds to a strong first half of the year for Brando, following successful pitches for the Dr Oetker food brand portfolio including SuperCook, Onken and Dr. Oetker Pizza Ristorante, as well as EasyCar, Sony Ericsson CEEMEA’s internal communications programme and Cirque du Soleil’s new show, Quidam.
Brando was set up by Paul Lucas and Mandy Sharp in 2006. The agency provides PR, brand experience and digital support to clients including Sony Ericsson in the UK and EMEA, Haribo, Somerfield, First Direct and Tourisme Montreal.