Cannes Lions

No Labels

COMON, Lisbon / QUEER LISBOA AND MUSA / 2019

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Overview

Background

Every year, Queer Lisboa International Festival brings to light LGBT+ film art. Musa, the main artisanal brewery in Portugal, wanted to support the festival and counteract the old fashioned and stereotyped mentality that persists in our society.

Idea

To bring attention to a world free of prejudice, we brought together Musa brewery and Queer Lisboa to create the official beer of the Festival. This beer is unique: its label disappears by wiping it with just a finger. A symbolic gesture against discrimination that fosters conversation about equality.

Execution

To make the wiping of the label possible while maintaining it resistant to handling and transportation, we eliminated an important step in the screen printing process: the drying of the ink after the application of the label. Thus, only when the bottle begins to “sweat”, the ink is ready to be easily wiped.

Outcome

No Labels was the talk of the Film Festival, but its impact was felt way beyond that. The campaign video was the most watched, most commented and most shared Queer Lisboa’s Facebook post to this date. It was watched 10 times more than the second most watched video, and 5 times more than all Queer Lisboa videos - from every festival editions - combined. The No Labels beer was also mentioned in the press by more than one renowned publications.