To stand out amid the sea of surf fans, Pacifico not only painted the town yellow, but enhanced every aspect of the experience—from free pedicab rides, to VIP viewing deck access and a mobile app that helped you find your friends and a cold Pacifico on tap. The event helped reinforce Pacifico's standing as La Surfeza of beers.

Type: Event Activation / Digital

Role: Senior Copywriter

Awards: 2012 Hermes for Best Mobile App