When life gives you lemons,
make them count.
In Spain, being a "Motivated One" often carries a negative connotation. Yet, in a country where beer is beloved, mixing beer with lemon takes genuine motivation. That’s why we launched a campaign to celebrate those who dare to stand out and embrace their unique tastes.
To celebrate motivated people we needed to think like them. So, we put up a giant billboard made of lemons in the center of Madrid and encourage people to count them in order to win free beer. Only a true motivated one would do it.
We got over 6000 responses and 5 of them were right.
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