Cannes Lions
Y&R PRAGUE, Prague / TWO TALES / 2014
Overview
Entries
Credits
Description
Beer For Belts is a charitable action initiated by Two Tales, a niche brewing company from the Czech Republic.
Throughout the campaign, Two Tales set out to solve the problem of sagging pants in the USA, by producing and donating a belt to an American citizen in need for every 6pack sold.
Execution
To reach the right audience, we created a web video explaining the initiative, the problem, the mechanic and the solution. Users were directed to a website where they could read more about the project, share pictures and stories and even sign a petition to ban sagging pants.
Outcome
Beer for Belts managed to generate reactions everywhere in the world immediately after its launch. The campaign was featured in hundreds of news, business and finance websites, as well as entertainment portals and forums – 91% of which in the USA. In the first 2 weeks after the launch, the video generated 370,000 youtube views, from 210 countries, with an 80% retention rate and was shared over 2,000 times in social media. The average daily unique visitors on the Two Tales brand website increased by 340% during the campaign period. We even received a support email from New Jersey Mayor Ernie Troiano. The first round of approximately 10,000 belts is currently in its pre-production phase.
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