Premiere of the new Seagram’s Gin campaign ‘Porque sí’ (Because yes)

Seagram’s Gin launches its new campaign, ‘Because Yes’, a tribute to spontaneity and the freedom to live without explanation. Inspired by the essence of New York, the city where anything is possible, the campaign invites you to leave behind the need to justify every decision and embrace the impulse to do what you really want.

The campaign, created by CHINA part of LLYC, and directed by Erik Morales, was shot entirely in New York on 16mm to capture the authenticity and character of the city and its protagonists.

Porque sí’ is a mosaic of characters that represent the spirit of freedom: people who live without worrying about social expectations or imposed rules, daring to be themselves and to set their own rules. This campaign, which can be seen in cinemas and digital media from September 16, seeks to connect with those who value what the iconic gin brand represents.

As María Lafuente, Senior Brand Manager at Seagram’s, explains: “Porque Sí’ is a cry for empowerment, an invitation for everyone to live by their own rules. It is an attitude that defies the need to explain ourselves and celebrates that spark that drives us to live without restrictions, just as we are”.

Once again, from CHINA part of LLYC, we have had the privilege of accompanying Seagram’s in their new project.

Rafa Antón from CHINA continues, “there is something of vindication of that point of entertainment in advertising that we should never have lost in the face of the excess of solemnity in which we end up falling in these times of purpose”.

Find out more about the new Seagram’s campaign here.

This content is translated with AI.