Acte I: ÀNIMA

Brand: Estrella Damm - Campaign "Mediterràneament"/ Product: Estrella Damm (beer)/ Agency: Oriol Villar/ Production: Nacho Gayán/ Country: Spain/ Publication date: 2019

For many years, Estrella Damm, a catalan beer company, has built its brand around a clear idea: the Mediterranean summer. The sea, music, friends, and freedom have always been at the center of its advertising, linking the beer to moments of enjoyment and relaxation.

However, in 2019 the brand surprised people with Acto I: Alma. Instead of repeating the same summer formula, Estrella Damm chose a slower and more reflective approach. The product does not appear, and the sea becomes the main focus, inviting the audience to think about the importance of protecting the Mediterranean.

The positive impact

Acto I: Alma makes a difference by showing sustainability in a story that is emotional and easy to understand. The ad does not blame anyone or use fear. Instead, it invites people to watch and think about their relationship with the environment. By putting the sea at the center, the campaign shows that enjoying the Mediterranean also means taking care of it together.

The ad also helps make environmental topics normal in advertising, by including values like respect for nature in a beautiful and inspiring story, Estrella Damm shows that sustainability can be part of culture and still be interesting. In this way, the campaign helps people become more aware and care more about the environment, especially at a time when climate change and protecting the oceans are important social issues.

Acto I: Alma from the perspective of Public Relations

From the point of view of public relations, this campaign shows Estrella Damm as a brand that puts values before selling. By not showing the product, the brand focuses on building meaning and reputation for the long term. Trust and credibility take time to grow.

Not showing the beer at all is an important choice. Estrella Damm chooses not to sell directly and instead puts a clear value first: caring for the Mediterranean. In PR, this makes the brand look authentic. The message does not feel forced or fake. The brand does not use sustainability just to sell, but makes it part of its story naturally.

The campaign also stands out because it makes people talk, by breaking the usual formula of Estrella Damm ads, summer, parties, and product, it surprises people and makes them curious. This helps get media attention and discussion, which is important in PR.

Also, the ad uses something emotional and symbolic: the sea. By making it the main focus, Estrella Damm shows it protects what is important. The Mediterranean is not just a background; it becomes something shared that must be cared for, creating a stronger emotional link between the brand and its territory.

Conclusion

Acto I: Alma shows that Estrella Damm can go beyond selling a product and use advertising to share an important message. By changing its usual style and putting the Mediterranean at the center, the brand invites people to think, as the ad says at the end: “if we want to keep our way of life, shouldn’t we protect what makes it possible?”

Estrella Damm has always invited us to enjoy its beer with friends and family by the Mediterranean Sea. But this ad reminds us that if we do not take care of it, we will not be able to live or enjoy those moments in the future. In this way, the campaign connects present enjoyment with responsibility for the future and strengthens the brand’s commitment to the place and to society.