Beck's - "Heroes of the Night"

Serviceplan Campaign

Serviceplan Campaign Hamburg, Germany

Awards

12324

Brand: Beck's
Country: Germany

Advertiser: AB Inbev

Title	Heroes of the Night
Agency	Serviceplan Campaign
Campaign	Heroes of the Night
Advertiser	AB Inbev
Brand	Beck's
Date of First Broadcast/Publication	2019 / 5
Business Sector	Beers, Ciders, Lagers
Story	We developed the first mobile app using user-generated, real-time data from WhatsApp group chats to turn you and your friends into heroes of a legendary comic. Every comic is fully customizable and a unique piece of creativity, based on geo- and time-specific context provided by WhatsApp. The time the message is sent determines the time shown on the clocks in the comic! And the location of your night out is reflected in the comic’s title header – for example taking the shape of the Frankfurt skyline or the Hamburg harbor. How we did it? We applied Machine-Learning-based character and image assignment (message sentiment & content) to automatically bring every message to life in shape of a comic hero statement. 10 heroes with a different character each, resembling typical night out personalities in your group of friends: the well-dressed charmer, the talkative one, the diva, and so on.
Media Type	Case Study
Length	46 seconds
Advertising Manager	Arnaud Hanset
Advertising Manager	Susanne Koop
Global Chief Creative Officer	Alexander Schill
Executive Creative Director	Markus Kremer
Executive Creative Director	Thomas Heyen
Managing Partner	Florian Klietz
Design Director	Sebastien Stabenau
Creative Director	Ronnie Patt
Copywriter	Jan-Erik Scheibner
Management Supervisor	Kristian von Elm
Account Manager	Mariah Kattmann
Art Director	Philipp F. Trübiger
Art Buyer	Tanja Braune