|Title||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”.|
|Campaign||The Gegen Braune Flaschen-Bottle|
|Business Sector||Beers, Ciders, Lagers|
|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?”|
|Media Type||Social Media|
|Global Chief Creative Officer||Alex Schill|
|Executive Creative Director||Thomas Heyen|
|Executive Creative Director||Markus Kremer|
|Managing Partner||Florian Klietz|
|Account Management Supervisor||Kristian von Elm|
|Account Management Supervisor||Lars Holling|
|Creative Director||Ronnie Patt|
|Design Director||Sebastien Stabenau|
|Production Company||Element e filmproduktion|
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