Watch: San Miguel creates 'life-rich' list, inspiring humans in integrated campaign

The beer brand San Miguel has launched an integrated marketing campaign in partnership with the Discovery Channel, compiling a list of 20 men and women around the globe with aspirational human stories.

San Miguel has released the first of these films - the story of underwater marine photographer Göran Ehlmé.

The 20 stories will form The San Miguel Rich List, and content on these individuals will be delivered in a number of forms – including on social channels and a specially created Discovery Channel website, advertorials and a printed supplement in The Guardian, and on the brewer's website.

Aside from opening and closing credits, the film on Ehlmé does not contain any mention or image of San Miguel or any reference to beer. There is also a warning at the end that the content should only be shared among people who have reached legal drinking age.

Creative agency Pablo led the development of the campaign and content creation, with media agency OMD UK responsible for partnership negotiation with the Discovery Channel and The Guardian, and comms agency Clifford French leading on talent and contractual negotiation, and earned media output.

San Miguel is distributed under license by Carlsberg in the UK, but not in other markets.

Liam Newton, Carlsberg UK’s vice-president of marketing, said: "What we found in our initial brand research is that our consumers value experiences and are continually seeking ways to find fulfilling ways to live their lives, be it everyday scenarios or in more aspirational ways. We’re hoping that the documentary-style content we’ve developed will act as the touch-paper for our audience, inspiring them to experience and interact with our brand in a different way to a traditional marketing campaign."

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