What if a simple rumour turned a local baqala into the most talked-about spot in Riyadh?

We sparked curiosity by planting a rumour: every Monday, superstar Rodríguez stops by a humble neighbourhood store run by the ever chatty Rajeev to pick up her favourite bottle of Holsten. The rumour takes on a life of its own, spreading through living rooms, break rooms, WhatsApp groups, and National news. The hero film blurs the line between fact and fiction, encouraging audiences to join in the speculation: “Is it true?”

From urban myth to cultural moment, the campaign was amplified across Riyadh through OOH, social and digital banners, spotlighting the brand ambassador who just can’t get enough of Holsten.