In 2011, a beer that doesn't even exist fooled Cannes, the biggest advertising festival in the world. What's best: it was to promote another festival, the El Ojo de Iberoamerica, to the Brazilian market.
To achieve that, we submitted to cannes a commercial for a fake beer, the El Ojo Beer. The audio was all in Portuguese, and told about the El Ojo to all Brazilians who were watching the Alcoholic Drinks long list. Meanwhile, fake English subtitles misted the rest of the audience, making them believe it was just a (lame) beer spot.