Sebastien Stabenau
Executive Design Director at element e
Hamburg, Germania
TitoloAgainst brown bottles
Agenzia
Campagna Against brown bottles
Cliente Anheuser-Busch
Marca Beck's
Data di Prima Diffusione/Publicazione 2018 / 8
Settore Birre
Trama Summer 2018: While Beck’s calls to a design contest on its bottles, media spreads a disturbing photo from Eastern Germany, of right-wing protests turning violent. Unmistakable, in the middle of the photo: a Beck’s promo bottle. 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 the news, with the pre-release of a design entry. The label has an unmistakable double-meaning. Literally translated, it’s “Against brown bottles”. But in Germany, “brown” is a synonym for right-extremists and “bottle” for idiot. A political statement that eventually reads: “Against right-wing idiots”. Our post made the right-wing party and others boycott Beck’s but expressed what all of Germany felt. The label generated more than 505.000 interactions and became reality – in form of more than 2,5 million bottles that were sold out in no time all over Germany.
Tipo di Media Social Media
Lunghezza
Chief Creative Officer
Account Executive
Account Executive
Account Executive
Account Executive
Account Executive
Account Manager
Account Manager
Creative Director
Designer
Designer
Casa di Produzione
Art Director
Art Director
Art Director
Copywriter
Copywriter
Copywriter
Final Art Work
Director
Director
Direttore della fotografia
Head of Production
Producer
Producer
Managing Director
Production Assistant

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