Strength. With a touch of lightness. That’s Spaten’s style of being strong. A medieval knight, a biker, a pirate, and an African warrior walk into a bar in an alternate reality. This is far from a joke. To launch the tagline "Spaten's Style of Being Strong," Spaten sought to redefine "strength", through small gestures that generate transformation, and to present the beer as a strong brand that has crossed time and unites different icons of strength.

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"For this campaign, we thought about showcasing the strength of our brand with creativity, combining traditional advertising with a broader perspective on entertainment." Joice Carvalho, Marketing Director Spaten

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"Spaten is a strong beer that has literally crossed history. Only Spaten could be in this Strength Multiverse, which brings together icons of strength from these 700 years. Creating this impossible bar is reflecting not only a brand truth but also a proposal to put the brand in a place of entertainment, relating to one of the hottest topics of the moment." Tiago Abreu, ECD GUT SP