Truth: Peroni Nastro Azzurro, the UK's most loved lager brand, wanted to bring style, sophistication and a moment of festive wonder to generate cut through in a unique way, during a busy category period.

Well Told: A magical Christmas fountain that turned water into beer, if your Italian was up to scratch.

La Fontana Di Peroni was a 5-metre-high installation inspired by Italy's iconic marble fountains, granting a Peroni to anyone who could offer up their glass and declare "Salute Peroni!" with enough Italian style. An experience people had to try, film and share.

Over four days, more than 6,700 visitors earned a Peroni, one poured every 19 seconds, generating 8.5m user-generated views and making Peroni the most talked about lager on social at Christmas, with 95% positive sentiment.

Resulting in an increase in volume sales in London pubs, key brand perceptions uplift, and Peroni became the most searched for lager on Google during the period.