CREATIVE ART DIRECOR ABOUT
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CRUZCAMPO
OGILVY ES
With Volver, Cruzcampo turned its Christmas edition into more than tradition, it became a social mission.
Addressing the reality of young people from Jaén who must leave to pursue their dreams, the brand created a limited-edition beer whose profits fund Talento Cruzcampo scholarships, helping them train and eventually return home.
By sharing the stories of local talents like Roko, Ángeles Toledano, and Juanjo Mesa, the campaign tapped into feelings of exile, belonging, and hope.
Rooted in Jaén, where the Christmas beer is brewed, Volver positions Cruzcampo as more than a seasonal drink: a brand that invests in people, celebrates identity, and makes “coming back” possible.
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