| Titel | 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”. |
| Agentur |
Serviceplan Group
|
| Kampagne |
The Gegen Braune Flaschen-Bottle
|
| Werbende |
AB Inbev
|
| Marke |
Beck's
|
| Posted | November 2019 |
| Geschäftsbereich | Bier, Cidre
|
| Story | 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?” |
| Medientyp |
Social Media
|
| Global Chief Creative Officer |
Alex Schill
|
| Executive Creative Director |
Thomas Heyen
|
| Executive Creative Director |
Markus Kremer
|
| Geschäftsführender Teilhaber |
Florian Klietz
|
| Account Management Supervisor |
Kristian von Elm
|
| Account Management Supervisor |
Lars Holling
|
| Creative Director |
Ronnie Patt
|
| Design Director |
Sebastien Stabenau
|
| Texter |
Jan-Erik Scheibner
|
| Produktionsfirma |
Element e filmproduktion
|
| Regisseur |
Jeffrey Lisk
|
| Regisseur |
Bernd Possardt
|
| Digital Agency |
Plan.Net
|