| Title | Against brown bottles |
| Agency | Serviceplan Group |
| Campaign | Against brown bottles |
| Advertiser | Anheuser-Busch |
| Brand | Beck's |
| Date of First Broadcast/Publication | 2018 / 8 |
| Business Sector | Beers, Ciders, Lagers |
| Story | Summer 2018: While Beck’s calls to a design contest on its bottles, media spreads a disturbing photo from Eastern Germany, of right-wing protests turning violent. Unmistakable, in the middle of the photo: a Beck’s promo bottle. 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 the news, with the pre-release of a design entry. The label has an unmistakable double-meaning. Literally translated, it’s “Against brown bottles”. But in Germany, “brown” is a synonym for right-extremists and “bottle” for idiot. A political statement that eventually reads: “Against right-wing idiots”. Our post made the right-wing party and others boycott Beck’s but expressed what all of Germany felt. The label generated more than 505.000 interactions and became reality – in form of more than 2,5 million bottles that were sold out in no time all over Germany. |
| Media Type | Social Media |
| Length | |
| Chief Creative Officer | Alexander Schill |
| Account Executive | Thomas Heyen |
| Account Executive | Markus Kremer |
| Account Executive | Florian Klietz |
| Account Executive | Kristian von Elm |
| Account Executive | Lars Holling |
| Account Manager | Sabrina Schwartz |
| Account Manager | Mariah Kattmann |
| Creative Director | Ronnie Patt |
| Designer | Dennis Fritz |
| Designer | Sebastien Stabenau |
| Production Company | element e |
| Art Director | Sudarshan Waghmare |
| Art Director | Sine Hansen |
| Art Director | Philipp F. Trübiger |
| Copywriter | Jan-Erik Scheibner |
| Copywriter | Melis Adigüzel |
| Copywriter | Joy Chakravorty |
| Final Art Work | Nils-Christian Sperling |
| Director | Jeffrey Lisk |
| Director | Bernd Possardt |
| Director of Photography (DOP) | Chris McKissick |
| Head of Production | Patrick Volm-Dettenbach |
| Producer | Sebastian Schröer |
| Producer | Bernd T. Hoefflin |
| Managing Director | Christoph Köhler |
| Production Assistant | Madeliene Pfisterer |
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