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Young Creatives c de c 2025

Football matches in Spain generate the highest rate of hate speech per capita. In response, Mahou launched The Hate Trade, the first campaign where beer prices fluctuated based on online hate.

Using AI, we tracked offensive comments during the first 45 minutes of each match; the more hate, the higher the price of Mahou beer. Proceeds from the "Hate Tax" were donated to anti-bullying organizations, proving that hate has a cost, and we all pay for it.