Titolo | The Gegen Braune Flaschen-Bottle |
Brief | We wanted to make sure that Beck’s never gets into the wrong hands again. That’s why we answered only two hours after the photo made it into the news: With the pre-release of a design entry. The label on the typical green Beck’s bottle has a distinctive double-meaning. Literally translated, it says “No brown bottles”. And like “red neck” or “white pride” are terms associated with a certain group of people, “brown botte” stands for “right-wing idiot” in German. A political statement that eventually reads: “Against right-wing idiots”. |
Agenzia |
Serviceplan Group
|
Campagna |
The Gegen Braune Flaschen-Bottle
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Cliente |
AB Inbev
|
Marca |
Beck's
|
Posted | Novembre 2019 |
Settore | Birre
|
Trama | Summer 2018: While Beck’s, Germany’s most popular beer brand, calls to a label design contest on its bottles, major media channels and the social web spread a disturbing photo from Eastern Germany, symbolic of the right-wing protests that turned violent that year. Unmistakably, in the middle of the photo: A Beck’s promo bottle. A PR disaster that has Germans suddenly asking themselves: “Are all Beck’s drinkers Nazis?” |
Tipo di Media |
Social Media
|
Global Chief Creative Officer |
Alex Schill
|
Executive Creative Director |
Thomas Heyen
|
Executive Creative Director |
Markus Kremer
|
Managing Partner |
Florian Klietz
|
Account Management Supervisor |
Kristian von Elm
|
Account Management Supervisor |
Lars Holling
|
Creative Director |
Ronnie Patt
|
Design Director |
Sebastien Stabenau
|
Copywriter |
Jan-Erik Scheibner
|
Casa di Produzione |
Element e filmproduktion
|
Director |
Jeffrey Lisk
|
Director |
Bernd Possardt
|
Digital Agency |
Plan.Net
|