Els Castellers by MORITZ

Celebrating UNESCO's resolutions
with beers, human towers
and new facebook friends


UNESCO had just declared the human towers Catalan tradition “Els Castellers” Intangible Cultural Heritage of Humanity. And Moritz, being The Catalan beer, wanted to celebrate it. They asked us to produce a short-film with their beers building a Castle. We did so, but not only that: we proposed a Social Media experience. We challenged users to build their own “friend’s” towers, tagging up to 50 friends using the beer’s tower picture we produced. As expected, people largely engaged, the catalan media talked about the story and Moritz earned thousands of new Facebook friends in a few days. Oh, and part of the bill was payed in beers. Refreshing project indeed!