Título | 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”. |
Agencia |
Serviceplan Group
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Campaña |
The Gegen Braune Flaschen-Bottle
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Anunciante |
AB Inbev
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Marca |
Beck's
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Posted | Noviembre 2019 |
Sector Empresarial | Cervezas, sidras, cervezas ligeras
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Sinopsis | 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?” |
Medio |
Redes Sociales
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Global Chief Creative Officer |
Alex Schill
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Director ejecutivo de creación |
Thomas Heyen
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Director ejecutivo de creación |
Markus Kremer
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Managing Partner |
Florian Klietz
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Account Management Supervisor |
Kristian von Elm
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Account Management Supervisor |
Lars Holling
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Director creativo |
Ronnie Patt
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Design Director |
Sebastien Stabenau
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Responsable de conceptos / redactor |
Jan-Erik Scheibner
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Productora |
Element e filmproduktion
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Realizador |
Jeffrey Lisk
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Realizador |
Bernd Possardt
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Digital Agency |
Plan.Net
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