Forst is a beer producer located in Alto Adige, Northern Italy, where it has a strong awareness. The client wanted to increase its awareness nationwide.The creative concept revolves around the unique position of Forst: a high quality beer, so good because it comes from the nature of Alto Adige/Südtirol. Forst is strongly linked to the nature of its territory.

A new unique species has been created, little beer glasses born and raised in the Alto Adige mountains, combines the regional aspect of the brand with its natural quality.Integrated campaign with TV spot, press (both trade and consumer), web campaign .

The web campaign had 3 different phases: Teaser, with 12 viral videos on Youtube with the testimonies of the citizens of South Tyrol telling how they had seen a strange “species” never seen before.

Youtube channel: http://www.youtube.com/user/mariaaprettoFB group: http://www.facebook.com/?ref=home#!/group.php?gid=116243251728561&ref=ts Sighting phase: a sighting video of this strange species was circulated on the internet and supported by the group FB: http://www.youtube.com/watch?v=9sEGM_Hjl7w&feature=related Reveal phase: the link between the species and the brand Forst has been revealed; an on-line contest has been organized (www.forstreporter.it) with a dedicated channel on YouTubehttp://www.youtube.com/user/ForstReporterThere was media related activity all year long with a press conference to launch the communication campaign.

- Teaser: 7.745 views in 10 days. - Sighting: 17.300 views in 5 days. - Reveal & contest: 450.000 accesses in 1 month. - Press clippings: 250 with an economic evaluation of € 749.207,00. - TV: 80 million contacts. - Press: 6,400,000 people contacted.