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  1. 2020

Pablo London

The San Miguel Rich List

Category:Advertising Strategy Of The Year

Client:Carlsberg UK

The San Miguel Rich List took a product truth – the beer’s rich flavour – and elevated this theme to become a culturally resonant philosophical point of view that could capture our drinkers hearts as well as their taste buds. This allowed the brand to stand apart in a category over-reliant on provenance and lifestyle clichés.