A social event makes sense if you belong to the tribe.

That's it!... If you belong to the tribe, you'll experince something intesively personal and you'll invest in his post almost 8'... if you don't, probably you will stop the video after 10''... And that's OK!

The tribe, this tribe, is transversal... Doesn't matter if you live in London, Madrid, Wichita or Patagonia... Free of geographical boundaries!... It's also true that members of the tribe have not been introduced properly... But, they [we] share certain common values and could establish a relationship easier... With brands happen almost the same... if we share our value agenda with the ones that a company has, the brand experience will be relevant and unique for us...

Does this make any sense for you? For me, it makes perfect sense!