INSIGHT

Sol has built its brand on the idea of 'Espiritu Libre' – the spirit of freedom. They believe everyone's got it in them. In fact, even in grey old London, people are just looking for an excuse to embrace a little freedom. 

IDEA

The super straight, business-oriented atmosphere of London's Canary Wharf isn't where you would expect to find spontaneous displays of Espiritu Libre. That's the setting we chose to set up and capture our 'Free beer, free spirit' stunt.

We rewarded those curious, brave and independent enough to lose their tie with beer and captured a online film which quickly went viral.

RESULTS

At its peak, our film was the most shared video on Facebook and Twitter in the UK. We had over 312,000 views in just 3 weeks and over 17,000 unique engagements across Twitter and YouTube.