Beck’s celebrates Berlin Wall anniversary
Lion Nathan has launched an integrated marketing campaign for its Beck’s brand in celebration of the twentieth anniversary of the fall of the Berlin Wall.
The campaign encompasses outdoor advertising and experiential activities including on-premise events and photographic exhibitions at venues nationally, as well as limited edition packaging and point-of-sale.
Tim Buesing, creative director at digital agency Holler, curated the photographic exhibition, which will feature in bars in Sydney, Melbourne, Brisbane and Perth.
The photographic exhibition captures 20 hours in the lives of a small group of real Berliners and will run for 20 days from this month.
Arno Lenior, Lion Nathan category director – premium, said: “Beck’s beer drinkers are intrigued by the Berlin we’ve presented in previous campaigns and we want to celebrate this important anniversary by inspiring people to discover this moment in history and the modern art and lifestyle culture Berlin now represents.”
Holler has also developed the new Beck’s brand and UBERSELEKTOR websites and social media properties.
Further, a special anniversary tour of the Beck’s Berlin Sessions will bring German DJs and Berlin club culture to Australian audiences.
Communication consultancy Thought By Them, worked with music promoters, Future Classic, to create the tour, which will visit Sydney, Melbourne, Perth and Brisbane throughout the month.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
The photo exhibition can also be seen online at http://www.becksbier.com.au while all Beck’s ÜBERSELEKTOR content can be found through good old Google
http://www.google.com.au/search?q=uberselektor
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Do Saatchi’s no longer work on this brand?
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And the little video/animation we did for Beck’s Berlin Sessions is in the content platform housed on inthemix.com.au :
http://www.inthemix.com.au/ber.....erlin_Wall
Enjoy
Stig
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the graphics are nice on the beck’s australia site, but i’m not sure how to turn off the sound so i can open the website at our open plan office without it being heard? also i can’t find the address for the tilsbury hotel on this site, nor any details about the event at the bank?
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Hi Alli,
the sound can be controlled at the top right (mute, pause, skip) and the address of the Venue details can be found by clicking on their respective image. Many thanks for your feedback, we will make that info easier to find.
The venues till Nov 20 are:
Tilbury Hotel, 12-18 Nicholson St, Woolloomooloo, Sydney
Croft Institute, 21-25 Croft Alley, Melbourne
BamBoo Amphitheatre, 446 Beaufort St, Highgate, Perth
Bar Soma, 4/22 Constance St, Fortitude Valley, Brisbane
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