Print: Berliner Pilsner Campaign

Berliner Pilsner had this dream-brief-contest out on Jovoto: “Think about an advertising campaign for our beer.” I just scored the 5th place with my idea, but I was really happy with the results anyway.

In my campaign I want to show perfect moments to enjoy a Berliner Pilsner beer. The style of the visual world is amateur-like but thrustful: You can see real Berliner places, real people, real moments, no plastic surgery. While reading the claim “Now a Berliner” it should automatically become the desire of the viewer.

Poster campaign: A visual invitation to drink a beer.

Real shots from locations Ilke the Mauerpark, an abandoned Radarstation on the Teufelsberg, a living Room on a roofterrace in Kreuzberg. The situations should visually invite the viewer to drink a beer: Barbecue in the park, enjoying the outsight, chilling on the grass with friends, missed the last train. I intentionally relinquish to show a beer in the scenery to generate emotional tension and generate appetite for the viewer.

(Extra) Social-Media Campaign:

The social-media campaign is based on a photocontest. The participants have to upload their favorite Berliner beer moments on a contest website. We want to keep everything real and amateurish. The consument becomes the Testimonial.

Text:

Headline: Now a Berliner. / Jetzt ein Berliner.