El Águila beer is unfiltered. To enjoy the beer fully, people need to turn the bottle upside down before drinking it to redistribute its contents. Ogilvy Spain has turned that into a campaign, making the bottom of El Águila bottles an artistic canvas with prizes for those lucky enough to find them.

Limitadísimas is a collection of bottles with their bottoms recreated by four creators from Spain’s contemporary creative scene – Walls, Pau Clavero, Mariang Maturana and Miranda Makaroff. Their unique artistic universes have become 40 exclusive designs applied to the base of El Águila Sin Filtrar bottles.

“If there’s one thing that defines El Águila beer, it’s our ability to turn things upside down. That’s how our Sin Filtrar was born: with a bottle unlike any other and a ritual that invites people to flip it before drinking to release all its flavour,” stated Elena Marcos, marketing manager at El Águila. “That same inspiration led us to hide our Limitadísimas editions where nobody else would look – right there, on the bottom of each bottle. This creative spirit of reinvention is one of the reasons why El Águila has continued to grow in brand power for the sixth consecutive year since its launch.”

The bottles have been placed randomly inside packs. Those who find one will not only own a unique collectible piece, but will also gain access to prizes and experiences connected to the collaborating artists. Among them are trips curated by Pau Clavero, exclusive lamps developed with Mariang Maturana, artistic prints created by Miranda Makaroff, and signed vinyl records with concert tickets from Walls.

“The challenge was always getting El Águila Sin Filtrar consumers to remember that this beer needs to be turned upside down. That’s where the idea of using the bottom of the bottle as an entirely new promotional format came from. El Águila is a different kind of brand, one that invites you to shift perspective and look where nobody else is looking,” explained Raphael Soria and Olimpia Muñoz, creative team at Ogilvy Madrid.

Codes printed on different product references at hospitality venues and retail stores throughout Spain, extend the prize opportunities. These prizes include a suitcase inspired by Pau Clavero’s travel universe, t-shirts and caps designed by Mariang Maturana, coasters created by Miranda Makaroff, and a record player connected to Walls’ musical world, alongside the chance to win tickets to music festivals where the brand will be present this summer.

The digital campaign will be supported by a paid media and organic content strategy across the brand’s channels, amplified through collaborations with content creators to reinforce its contemporary and cultural positioning.