Oasis of Time
Office
Spain
Services
Creativity
Brand strategy
Audiovisual production
Integrated campaign
Date
2024
Alhambra Reserva 1925 is not just a beer. Ordering it is a statement of intent: to pause. To protect a moment from haste. To experience it in a more unhurried, sensory, and mindful way.
In a context defined by speed and constant urgency, Cervezas Alhambra wanted to reinforce an idea that has been part of its DNA since 1925: only without haste can truly special creations be achieved. The challenge was to translate this philosophy into a campaign capable of turning the act of enjoying a 1925 into an almost ritualistic experience.
How do you visually represent time standing still?
Solution
We developed an integrated campaign that presents Alhambra Reserva 1925 as a metaphorical oasis amid everyday haste—a symbolic space where rush is left behind and the senses sharpen.
The main piece, produced in collaboration with Lee Films and directed by Swedish filmmaker Per Hampus, draws on codes rarely seen in the beer category, closer to fashion or perfumery. Through a carefully crafted, almost hypnotic visual narrative, the campaign stages the silent ritual surrounding the moment of enjoying a 1925: a slow, qualitative, and deeply sensory experience.
The campaign was activated across television, outdoor formats both small and large, and digital media, ensuring that every point of contact respected the same premise: here, haste does not enter. It was a collaborative effort developed with Zenith Media, ES3, and Havas PR, where every detail reinforces the brand’s commitment to time, quality, and the way of life that inspires Alhambra.
More than the communication of a product, Oasis de Tiempo turns a way of making beer into a way of being in the world.
Case developed by CHINA, part of LLYC
