Piotr Dudek
Art Director at CUKIER Creative Group
Warsaw, Poland
TitleYou can but you don’t have to 3
Campaign You can but you don’t have to
Advertiser Kompania Piwowarska S.A
Brand Hardmade
Date of First Broadcast/Publication 2021 / 4
Business Sector Beers, Ciders, Lagers
Philosophy Communication for the new generation of consumers was created by the latest generation of creative directors. The spot is their manifesto - they show a world in which free time is independent of any expectations and limitations. In addition to television, the campaign will cover 360 activities: digital, PR and POSM. CUKIER grupa kreatywna is responsible for the concept, preparation and supervision of ATL communication. The spot itself was directed by Fausto Becatti while Papaya Films took care of the production. Zenith Poland media house was responsible for media planning and media buying in this project. We separated the scenes through interesting transitions but simultaneously used the camera flow to connect everybody. The camera language is loose and free, connecting each character and scene as one. We shot everything super wide on a 12mm Ultraprime lens to get a remarkable close-up into the action and the characters. The cast was based on real people off Instagram, making sure we found authentic personalities. They truly represented our target market and set the tone right for the youth appeal." - Fausto Becatti, director. HARDMADE is a beer for the adult youth - generation Y and Z who care the most about the brand's authenticity and flavour. They live by their own rules and do as they please. You will find three HARDMADE variants in stores, inspired by the world of ice tea and lemonades. PEACH ICE TEA CRUSH - a combination of beer and a peach flavour drink, RASPBERRY CRUSH - a mix of beer and raspberry lemonade and GRAPEFRUIT CRUSH - a beer combined with grapefruit lemonade.
Media Type Print
Creative Director
Art Director
Production Company
Director of Photography (DOP)

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