Getting Beck’s out of the wrong hands
In the summer of 2018, while Beck’s called for a label design contest, the media spreads a disturbing photo from Eastern Germany where right-wing protests turned violent. Unfortunately, in the middle of the photo: a Beck’s promo bottle.
How could we guarantee that Beck’s never gets into the wrong hands again?
We answered with the pre-release of a fan’s design label that literally translates to “Against brown bottles”. In Germany, “Braune” (Brown) is a synonym for right-extremists and “Flaschen” (Bottles) for idiot. Eventually reading: “Against right-wing idiots” – causing a stir on social media and in stores across the country with the specially designed bottle.
Role | Art Direction
Credits:
Agency: Serviceplan Campaign International Hamburg
Global Chief Creative Officer: Alexander Schill
Executive Creative Partner: Markus Kremer, Thomas Heyen
Managing Partner: Florian Klietz
Creative Director: Ronnie Patt
Design Director: Sebastien Stabenau
Art Director: Sine Hansen, Sudarshan Waghmare, Philipp Trübiger
Copywriter: Jan-Erik Scheibner, Melis Adigüzel, Joy Chakravorty
Account Manager: Sabrina Schwartz, Mariah Kattmann
Final Art Specialist: Nils-Christian Sperling
Senior Motion Designer: Dennis Fritz
Production: ELEMENT E Filmproduktion GmbH
Head of Production: Patrick Volm-Dettenbach
Director: Jeffrey Lisk, Bernd Possardt
Director of Photography: Chris McKissick
Producer: Sebastian Schröer, Bernd T. Hoefflin, Christoph Köhler
Production Assistant: Madeliene Pfisterer
ADC Germany
Bronze in Crisis Communication
Merit in Social Media
Lovie Awards
People’s Choice in Social Media Marketing
Bronze in Social Media Marketing
Bronze in Food & Beverage
Spotlight Festival
Bronze in Digital Campaign
Deutscher Preis für Onlinekommunikation
Winner in Brand Relationship
Deutscher Digital Award
Silver in Social Media Campaign
Cresta Awards
Silver in Social
MAX Awards
Bronze
COMM Awards
Silver in Online & Social
Annual Multimedia Awards
Gold in Social Media
AME Awards
Finalist in Social Media & Social Video
Finalist in Beverages