UNESCO had just declared the human towers Catalan tradition “Els Castellers” Intangible Cultural Heritage of Humanity. And Moritz, being The Catalan beer, wanted to celebrate it. They asked us to produce (veeery fast!) a short-film with their beers building a Castle. We did so, but not only that: we proposed a Social Media experience. We challenged users to build their own “friend’s” towers, tagging up to 50 friends in the Moritz beer’s tower picture. As expected, people largely engaged, the catalan media talked about the story and Moritz earned thousands of new Facebook friends in a few days. Oh, and part of the bill was payed in beers. Refreshing project indeed! Read Less