Through behavioral science we discovered that people’s mood changes in December, so we turned a popular icon like ‘Faltan 5 pa’ las 12’ into a call to action that wouldn’t mark the end of the December party, but the start of each one of them. ‘Faltan 5 pa’ las que sea’ became a 360° campaign that got everyone to say ‘yes to everything’ to aguardiente throughout the month of December.