Warsteiner is the champagne of beers. Its a brand that stands out with its fine premium taste, it's beautiful champagne flute glass and its cultural engagement. Therefore they asked us to connect them to the audience that shares this feeling. Beer as a special celebration moment of culture, art and everything that's celebrating life. The most important conviction is the real experience instead of advertising in the old way without getting noticed. So we started a seeding program, being there where people would enjoy our presence, our beer, our real commitment to culture. The product is the hero as we say. And the content that we blend is this experience and the connection we keep trough social media.