Virtual assistants such as Alexa, Siri and Google Home are designed to help us relax. If you’re tired, they’ll dim the lights, turn on Netflix and makes us super comfy. Never a wake up call to go out with friends and have a good time. Until now.

Balboa Ice, the panamanian beer for party people, decided to take a stand and develop Latexa, a device designed to activate people and pump them up. The only trick: it only works with a Balboa Ice cool beer on top.

With Latexa we produced a low-cost, hero-content, always-on and party-mode full-digital campaign. It allowed us to connect with our followers in a new and fresh way, using Latexa as a spokesperson (or spokesdevice) of the true any Balboa Ice spirit. From spots to Instagram stories and WhatsApp stickers, we kept the party alive in Panama all year long.