Inspired by the classic Sevillian beer that I enjoyed during my semester abroad, I created this ironic advertising campaign concept for Cruzcampo. One of the main selling points of the brand is the extremely cold kegs they have at various bars around the city (often noted by the “Glacial” white tap handle) for a refreshing drink on scorching afternoons in the south of Spain. Therefore, my goal was to emote the idea that Cruzcampo has the “glacial difference” that separates it from other local and international beer brands. I used Adobe Photoshop AI to help me create juxtaposed images that show how cold Cruzcampo is, featuring lava icicles, mittens for the beach, and an ice skating rink in a desert oasis (which is actually the one I visited during a different study abroad experience in Peru)! These meticulously crafted designs were created for young adults in Spain, seeking respite from the brutal heat lasting from April through November. So grab a crisp copa of Cruzcampo for €2, take a seat outside your favorite bar, and enjoy the pure refreshment that will make you want to exchange your bathing suit for a winter coat.