Sosegá: Anatomy of a campaign

We presented the latest Cervezas Alhambra campaign, Sosegá, el palo sin prisa, at the LLYC Madrid offices, exploring the history and creative process behind this new style of flamenco. Through the testimonies of its creators and collaborators, we shared with attendees a unique cultural proposal, born as a tribute to the rhythm of life in Granada.

A milestone in the world of flamenco, it brought together, for the first time, figures from all generations of the genre under the musical direction of renowned and award-winning composer and producer Javier Limón. A work in which melody, singing, and dance come together to form a unique piece that has united singers Carmen Linares, Arcángel, Kiki Morente, Sandra Carrasco, Antonio Cortés, Juan Carmona, Saúl Quirós, David de Jacoba, and Gema and Samara Carrasco; guitarists Diego del Morao and Dani de Morón; dancer José Maya; and percussionist Ané Carrasco. The project, the result of almost a year’s work, has been documented in an audiovisual piece produced by the renowned production company Little Spain based on an original idea by CHINA, part of LLYC, which offers an intimate and revealing look at the artists’ creative process.

During the discussion following the screening, some of the keys to making this campaign more than just a brand initiative were shared: a true cultural proposal with purpose. How do you build an idea like this? What is behind a campaign that not only communicates but also leaves a mark on culture?
 

Creating culture: the brand as a facilitator of artistic expression

 
At a time when almost all brands are looking to be part of the conversation, the difficult thing is not to sneak into culture, but to contribute something meaningful. And that was precisely what LLYC set out to do with the Alhambra campaign: not only to bring the world of flamenco closer to the public, but to create a new style, a new rhythm. In other words: to add something new, with respect and artistic ambition, to a tradition that rarely allows additions.

The campaign can be summed up in one question: What if, instead of representing culture, we create it? From this starting point, a collaboration was designed that was not based on a traditional advertising idea, but on a profound cultural gesture. And for this gesture to be legitimate, aesthetics and references were not enough. It took time, research, listening, and creative generosity.

What was interesting was not only what was done, but how it was done. The process was long, as things that do not seek only to attract attention tend to be. From the documentation and conversations with flamenco musicians to the choice of rhythms and harmonies that would define this new style, everything was designed so that the brand would not appear as an external actor, but as a facilitator of genuine artistic expression.
 

Creating from within: a new flamenco style

 
One of the most significant gestures of the campaign was precisely that decision—risky, yes, but deeply thought out—to create a new flamenco style. It was not a provocation or a branding operation. It was a way of paying tribute to Granada, through flamenco, from the most honest place possible: that of someone who respects it so much that they dare to engage with it from a contemporary perspective.

Thus was born Sosegá, a style without haste. A unique creation that does not seek a finale, but rather the opposite: to prolong the moment, to stop time, to open up a space to inhabit what is happening without urgency. Inspired by the vital rhythm of Granada, its pauses, its contemplation, and its way of being in the world, Sosegá is a gift to culture, a new beat that invites you to live without haste.

“It all started with a seemingly simple question: what if we created a palo without haste? That was the starting point for the creative concept, and also the soul of the piece. From there, a sound and visual universe was constructed to accompany this idea of time without urgency, of enjoyment without a goal. Because if there is one thing that the Alhambra and flamenco have in common, it is this ability to turn the present into art,” said Rafa Antón, Global Creative Director at LLYC and founder of CHINA – part of LLYC.

Flamenco is not just a musical genre: it is a living heritage, a tradition with centuries of history and very defined codes. But it is also, like any relevant cultural expression, a fertile field for evolution. And in that tension between what is preserved and what is transformed, we find the right point from which to build.

To get there, it was essential to have leading figures in flamenco: artists who do not need to justify their legitimacy because they are an essential part of its living history. They took on the challenge of opening a crack where the present could slip through, and the result was a new way of singing, playing, and feeling. The figure of Javier Limón was also decisive. His career as one of the genre’s most iconic producers allowed us to approach flamenco from within, with the authenticity necessary for the project to resonate. This is how we formed a group of great references who reinforced the legitimacy of the proposal. But none of this would have been possible without the image of Cervezas Alhambra as a brand that promotes art with respect—something we have been working on for years
 

Culture, brand, and purpose: the delicate balance

 
The campaign brought into play a challenge that many brands face today: how to move within the cultural space without appearing opportunistic or paternalistic. How to maintain the balance between purpose and promotion? Between presence and prominence?

In this case, the answer was not a formula, but an attitude. From the outset, we avoided looking at flamenco as a stage or a vehicle, and approached it for what it is: a way of looking at the world. This required the brand to take a back seat—almost invisible at times—so that the artistic proposal could shine.

That’s what made the result resonate beyond the campaign. It wasn’t just beautiful or well-produced content. It was a cultural proposal with soul. Something that was built on listening and executed with care.
 

Lessons learned from within

 
From the perspective of those who worked on this campaign at LLYC, the main lesson was this: a brand can be part of culture, but only if it first accepts that it is not at the center of it. And that means giving up space, taking risks, and working with the same level of artistic, conceptual, and emotional rigor as any creator.

Culture is not just a resource for connecting; it is a playground where you interact with art, entertainment, and the social context. So if you want to play there, you need more than just a good idea. You need depth, sensitivity, conviction, knowledge, and respect.

And that’s what we tried to bring to the table with this campaign: not a story about Alhambra, but a story that fit with Alhambra’s values and at the same time did something for flamenco, for music, for those who live it, for Granada and its culture. Because sometimes, creating culture is as simple—and as complex—as proposing a new beat.