Kinley & Royal Bliss
LIFE IS TASTIER AFTER 5
Reframing the end of the workday as the start of something better—where small pleasures take priority and every sip is a moment to savor.
In a world of endless responsibilities, the things that truly delight us often get pushed to the bottom of the list. We forget to pause, to savor, to enjoy. Royal Bliss and Kinley wanted to change that—encouraging people to embrace the moment when the workday ends and life begins.
We launched a campaign across Western Europe to shift the perception of these beverages beyond nightlife mixers, positioning them as the perfect companion for unwinding and reconnecting with personal passions. “Life is Tastier After 5” became an invitation to reclaim those after-hours moments—to prioritize pleasure, unwind, and indulge in the small joys that make life richer.
Because the best part of the day isn’t when the work is done—it’s when you finally get to enjoy it.
360 campaign
Illuminating the Need to Unwind
Turning everyday cityscapes into reminders that life is tastier when you take the time to enjoy it.
Late at night, office buildings glow with the telltale signs of long hours and unfinished tasks—small, lit-up windows revealing busy people still at their desks. We turned these familiar late-night scenes into powerful outdoor campaigns, transforming everyday cityscapes into invitations to disconnect.
Using these illuminated windows and other urban visuals, we created striking real-world billboards that reminded passersby to step away from work, take a break, and embrace life’s small pleasures. Whether it’s after five or long past sunset, Royal Bliss and Kinley offer the perfect excuse to unwind, recharge, and reclaim the night.
Agency: MRM/McCann Spain
Creative Director: Pepe Garcia, Mara Vidal
Art Directors: Albert Botelho, Borja Diego, Marcelino Contreras
Copywriter: Stefanie Salguero
Motion Graphics: Claudia Jara
Producer: Craft