As the ability to taste bitterness goes down with age - diminishing the life quality of those over 70. To promote this new product, we created an anti-agism-based campaign focused on changing the stereotyped perception of the target, launching it at one of the biggest electronic music festivals in Brazil, with an exclusive 70+ VIP area - forbidden for those under 70.

To establish an inspiring lifestyle and visual language, and also create a sense o FOMO in those who are not allowed - by far - to buy this new Beck's: the Gen Z. The campaign film was also inspired by an iconic scene from the Superbad movie, where McLovin tries to buy some beer with a fake ID.