Sol is a global beer brand from Mexico that decided to focus a little closer to people's home with its Local Heroes campaign. Launched in London, four Local Heroes were chosen based on their incredible independent spirit and success. Highlighting a former IT consultant who now makes custom guitars for Stevie Wonder’s bassist, a general manager of Gordon Ramsey at Claridge’s who exchanged Michelin stars for barbecued street food and more, each of these individuals decided to strike out on their own.
Through art and short films, the Local Heroes campaign celebrates these bold decisions. Dave Shoemack, Global Manager at Sol, says, “Celebrating individuality and those who embody Espiritu Libre like James and Florence, are core values at the heart of Sol. We wanted to give these Local Heroes the chance to share their stories through beautiful pieces of art, and we hope this campaign will inspire more people to do what they love.”