Cannes Lions

TYSKIE BEER

DDB WARSAW, Warsaw / KOMPANIA PIWOWARSKA / 2007

Presentation Image
Film
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Overview

Entries

Credits

Overview

Description

A traditional Scottish family, the Mac Cawish, drink Tyskie beer.

Execution

We wanted to help Poles become the best football supporters-Brazilians of Central Europe. Our multimedia campaign encouraged Poles to actively support their own national team. We distributed a million flags and arranged a competition for the most interesting exhibition.Via Internet, consumers sent us several thousand photos. They showed their enormous creativity and ingenuity in exhibiting the flags.Our creative execution served only as a stimulus for the development of a gigantic “installation” which spread all over Poland.

Outcome

Football fans flew a million flags in Poland.86.8 percent of beer consumers heard of the “Flags” campaign.85.1 percent of respondents rated the campaign positively.(Millward Brown SMG/KRC)Free PR: the flags were deemed by the media to be the official symbol of the FIFA World Cup 2006. Media coverage on the campaign appeared in over 200 television and over 600 newspaper features.

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