San Miguel Takes Over Europe’s Largest Mural as Finale to Multimillion Pound OOH Campaign

San Miguel, the premium Spanish beer brand, is bringing the Spanish sunshine to London this autumn with its out-of-home (OOH) campaign: Summer Saving Time. This ambitious campaign, part of San Miguel’s Here’s to the Seeker’s strategy, features a spectacular takeover of Europe’s largest mural at 112 Tabernacle, Shoreditch.

The mural, created by renowned Spanish artist Asis Percales, will illuminate street from 24th October to 3rd November, evoking the spirit of Spain ahead of the UK clocks going back on Sunday 27th October and daylight hours decreasing.

New research, commissioned by San Miguel as part of the new campaign finds three in five Britons (57%) would prefer to stay on British Summer Time (BST) all year round, rather than switching to Greenwich Mean Time (GMT) in the winter. The new study has found that the change in time causes significant disruption to people’s daily lives with over half of Brits admitting they adjust their routines to counteract the negative effects of the time change. Summer Saving Time directly addresses this desire for longer afternoons through an innovative, light up mural that brightens the night from 26th October to 3rd November during the campaign period.

San Miguel, the #1 Spanish beer in the UK, joins leading global brands including Valentino and Activision who have used this iconic Shoreditch space to create cultural impact and immersive experiences. It has been delivered in partnership with Global Street Art, a renowned creative shop that collaborates with artists and brands to create large-scale murals.

Extending Summer: A Multi-faceted Campaign

Beyond the stunning mural, the Summer Saving Time campaign extends across digital, PR, and on-trade activations. A specially created website offers exclusive content tied to the campaign, while passers-by can scan QR codes near the mural to claim a San Miguel on the house as part of a specially offer. From 6pm each day, customers can buy one San Miguel and get their money back when they buy a second.  

Rosa Zaplana, international marketing director at Mahou San Miguel, said, “We know the weather in the UK this year has been tough, with little opportunity for Brits to enjoy the sunshine. With Summer Saving Time, we’re offering an antidote to our British customers by giving the UK an extra hour and a half of Spanish sunshine each day.

This mural and the Summer Saving Time activation is the latest iteration of our multimedia strategy Here’s to the Seekers, which has discovery, seeking, and a thirst for new experiences at its heart. These principles are deeply embedded in San Miguel’s identify and we’re delighted to bringing the seeker spirit to the UK this autumn.”

Here’s to the Seekers

Rooted in the brand’s Here’s to the Seekers strategy, the Summer Saving Time campaign is inspired by San Miguel’s own global expansion and its increasing success in the UK, now its second-largest market. It speaks directly to “seekers” – those who want to explore, discover, and enjoy life’s rich moments. Summer Saving Time is the physical embodiment of the warmth, vibrancy, and optimism of Spanish culture.

Artistry and Innovation

At the heart of this campaign is the stunning artwork by Asis Percales. The large-scale mural includes iconography and colours that are instantly recognisable as being authentically Spanish and will allow customers to experience the warmth and vibrancy of Spanish culture in the heart of London. The elaborate design was painted by an all-Spanish painting crew and took 300 combined hours of meticulous live painting, by four artists.

Artist Asis Percales added, "Creating this mural was about capturing the essence of a Spanish summer—the sun, the warmth, the joy. As a proud Spaniard and a lover of London I wanted to create something that is more than just a mural; it’s an experience that brightens both the city and the mood of anyone who encounters it."