Summer arrives and, with it, the traditional Mediterràniament campaign by Estrella Damm. This year it does so under the name Verano '78 (Summer '78) and reliving summer moments from the 1970s. All of this through memories brought back to the present, with the iconic Yes, Sir, I can Boogie as its soundtrack. Reinterpreted by the British artist Debbie for Estrella Damm, the song by the Spanish duo Baccara went around the world in the 70s and has reached the present, crossing several generations.
The campaign by the Barcelona-based brewing group revisits the summer of 1978 through a young woman who, after her grandmother's passing, receives a box of old photographs that had belonged to her. Among them, a collection from that summer catches her attention, and she begins to search for the exact places where the snapshots were taken, and to visit and experience them.
The journey leads her to live new experiences on the beach, under the stars, and dancing until dawn, intertwining past and present. The experience leads the protagonist to unknowingly live the summer of her life, just as her grandmother did decades ago. And it is that, whatever changes, may what is important never change, as the campaign proclaims.
Verano '78 is an original idea by the creator of Estrella Damm's Mediterràniament concept, Oriol Villar. Directed by Claudia Llosa, who has collaborated on several campaigns for the group, it also featured American director of photography Erik Messerschmidt, winner of an Oscar in 2020 for the film Mank. The nostalgic campaign invites us to enjoy the coming summer, without forgetting the past or ceasing to enjoy the present.