Eurobest

Bažant 73

WIKTOR LEO BURNETT, Bratislava / HEINEKEN / 2016

Presentation Image
Case Film
Presentation Image

Overview

Entries

Credits

Overview

Background

Nowadays when consumers prefer small local breweries, the biggest producer of beer in Slovakia, Zlaty Bazant was facing numerous negative reactions especially on social networks. People were blaming the brand of producing only the so called euro-beers (quality issues). Zlaty Bazant launched a new product Zlaty Bazant 73 which is brewed according to the brand’s oldest recipe from 1973. We were given a task to communicate it’s unique quality – prolonged 6 week brewing process and hand-made craft just like in the „good old days“.

Execution

3 legendary graphic designers who were at their professional peak in the 70’s created posters for the new beer. They only used techniques that were common in the times when Zlaty Bazant was brewed for the first time (1973). We asked a documentary film director to capture the whole creative process. The 10 minute film had a public premiere together with an autograph session and than it was aired on a Slovak TV station and also on Facebook.

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