Each scene features a brief glimpse into the lives of authetic personalities, who will also appear in online documentary-style interviews to expand on their stories.
Our challenge was to take a classic, 260-year old beer brand into the 21st century and re-establish it as the innovator of the premium segment, both in Germany and 60 markets around the world.
Campaign launched in April 2014. Results to follow.
First indicators show that, in one month, the campaign achieved six times more views than the previous TVC campaign did in the last three years. It is now the most viewed online piece of content in the history of the brand