Estrella Galicia, Alok, and the Art of Keeping Everything Human (Even Beer)

When we talk about campaigns that combine music, culture, and a good beer, we know the challenge is significant: how to create something that makes sense, breaks away from the obvious, and genuinely connects with people? That was precisely the mission Mutato, a Brazilian creative agency with a pioneering social-first approach, took on when working with Estrella Galicia and DJ Alok on the Aurea Tour project.

And it was no small feat, mind you.

The Context: Music, Culture, and a Special Edition Beer

Estrella Galicia wanted to connect with the Brazilian public, but there was a curious detail: there were almost no spontaneous conversations about the brand on social media there. In other words, they had an open field to present the beer in a way that went beyond the classic "just another foreign brand in Brazil."

On one side, DJ Alok, an icon of electronic music, known for mixing modern beats with Brazilian cultural references and for his strong social message. On the other, an artisanal beer with over a hundred years of tradition that believes in the power of the handmade. It was almost as if destiny had already brought them together.

The Challenge: More Than Likes, Real Connections

Mutato was part of the project from the creative planning phase. The goal wasn't just to sell beer (although, of course, no one complains about a cold toast 🍻). The challenge was to:

• Give digital life to the show and the special edition Estrella Galicia can.

• Show that both the brand and the artist share values like art, ancestry, and authenticity.

• Create a campaign that not only made noise but also had a coherent narrative.

The Solution: Keep Art Human

The creative answer was simple in essence, but complex in execution: keeping human art in the foreground.

Source: Instagram

To do this, a series of videos were created with Alok and the Italian group Urban Theory, famous for their hand-dance technique. Every shot, every rehearsal, every detail was designed to represent the fusion between artistic performance and brand purpose.

The special Estrella Galicia can for the Aurea Tour was the final touch: illustrated hands on the design, a direct tribute to the aesthetics of Urban Theory. Simple yet full of meaning. Because, let's be honest, few things better represent being human than our own literal handprints.

Source: Instagram

And What Did Social Media Say?

Before production began, Mutato analyzed what was already being said:

• About Estrella Galicia: Almost no buzz. A silence that, curiously, turned into an opportunity. The campaign would become a showcase to reinforce the brand's values: tradition and craftsmanship.

• About Alok: Peaks and more peaks of mentions, always celebrating his way of mixing electronic music with local cultural roots.

• About the show: The "Keep Art Human" theme already resonated positively with the public.

Source: Instagram

The key insight? The synergy was real: Alok and Estrella Galicia champion the same idea that tradition, culture, and art are stronger when they preserve their human essence.

Results: More Than Metrics, Memories

Measuring results wasn't Mutato's primary focus—the mission was entirely strategic and creative. But some takeaways were very clear:

• The coherence between the brand and the artist reinforced the project's narrative.

• The "Keep Art Human" concept was integrated authentically and with light humor.

• And, of course, the public gained one more reason to toast with Estrella Galicia (because with a good show and good beer, success is already guaranteed).

The Moral of the Story 🍻

Real campaigns aren't just measured by "how many posts they generated" or "which hashtag went viral." They're about creating connections that make it worthwhile to stop scrolling for a few seconds.

And that's what Mutato, Estrella Galicia, and Alok achieved together: they showed that, at the end of the day, art is human, beer is too... and life is better when you put the two together.