标题Against brown bottles
广告公司
广告战役 Against brown bottles
广告主 Anheuser-Busch
品牌 Beck's
首次发布日期 2018 / 8
行业领域 啤酒,苹果酒
剧情简介 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.
媒体类别 社交媒体
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美术指导
美术指导
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