Beck’s 2018:
An integrated campaign.
In 2018, Beck's, one of Germany's largest beer brands, decided for the first time to not go ahead with their usual marketing strategy with one big TV commercial.
Instead, they decided to do a number of online and offline activations to generate real brand content around their new claim “You make it legendary.”
Agency: Serviceplan
Role: Casefilm script and edit
Beck’s
Legendary billboard:
A billboard in Hamburg, Germany with a door that leads you to an awesome party and a legendary night.
Your Beck’s Label:
As part of Beck’s 2018 integrated campaign, we gave the consumers a once-in-a-lifetime opportunity to design their own Beck’s bottle.
We released an unseen packaging with a blank green label to give them an empty canvas.
The 8 million printed green bottles led to the next step of the activation: ‘Your Beck’s Label’.
A user-friendly web app was created for the public to download and design their own Beck's label with the help of 50 custom-made background designs, icons, and a specially designed Beck's typeface. In the end, 40 designs were chosen and printed on millions of Beck's bottles.
Credits:
Agency: Serviceplan Campaign International Hamburg
Managing Partner: Markus Kremer, Thomas Heyen
Managing Director: Lars Holling
Design Director: Sebastien Stabenau
Creatives: Ronnie Patt, Jan-Erik Scheibner, Sudarshan Waghmare, Joy Chakravorty, Sine Hansen, Melis Adigüzel, Danny Hill
Account Director: Sabrina Schwartz
Junior Account Manager: Mariah Kattmann