The campaign, titled La Rueda (The Wheel), aims to promote Alhambra Reserva 1925 and positions Granada as a central element of its visual narrative. Iconic streets and corners such as the Mirador de San Miguel Alto, Ángel Ganivet street, and the Carmen de Los Mártires, serve as the backdrop for a choreography featuring Cyr wheels.
These wheels symbolize the inertia and immediacy of contemporary society, while Granada is presented as a counterpoint, a place where time is experienced differently, inviting pause and enjoyment. The city's selection was not coincidental, as the brand believes that Granada's way of experiencing time has always been a source of inspiration.
“"Granada is part of our way of being. Cervezas Alhambra was born here, and here we learned that important things need their time."
The campaign's philosophy focuses on escaping haste and living daily life with mindfulness. The production involved industry professionals, including a renowned actor for the voice-over, a composer for the original music, and a prestigious director. The campaign is now available on television, digital media, and outdoor advertising nationwide.
