Beck’s / Gegen braune Flaschen

In the summer of 2018, while Beck’s called for a label design contest, the media spreads a disturbing photo from Eastern Germany where right-wing protests turned violent.

Unfortunately, in the middle of the photo: a Beck’s promo bottle.
How could we guarantee that Beck’s never gets into the wrong hands again?

We answered with the pre-release of a fan’s design label that literally translates to “Against brown bottles”. In Germany, “Braune” (Brown) is a synonym for right-extremists and “Flaschen” (Bottles) for idiot. Eventually reading: “Against right-wing idiots”. Causing a stir on social media and in stores across the country with the specially designed bottle.

Original Facebook Posting
The bottle outdoors
Social Media Reactions

Agency: Serviceplan Campaign International Hamburg
Global Chief Creative Officer: Alexander Schill
Executive Creative Partner: Markus Kremer, Thomas Heyen
Managing Partner: Florian Klietz
Creative Director: Ronnie Patt
Design Director: Sebastien Stabenau
Art Director: Sine Hansen, Sudarshan Waghmare, Philipp Trübiger
Copywriter: Jan-Erik Scheibner, Melis Adigüzel, Joy Chakravorty
Account Manager: Sabrina Schwartz, Mariah Kattmann
Final Art Specialist: Nils-Christian Sperling
Senior Motion Designer: Dennis Fritz

Production: ELEMENT E Filmproduktion GmbH
Head of Production: Patrick Volm-Dettenbach
Director: Jeffrey Lisk, Bernd Possardt
Director of Photography: Chris McKissick
Producer: Sebastian Schröer, Bernd T. Hoefflin, Christoph Köhler
Production Assistant: Madeliene Pfisterer

ADC Germany
Bronze in Crisis Communication
Merit in Social Media

Lovie Awards
People’s Choice in Social Media Marketing
Bronze in Social Media Marketing
Bronze in Food & Beverage

Spotlight Festival
Bronze in Digital Campaign

Deutscher Preis für Onlinekommunikation
Winner in Brand Relationship

Deutscher Digital Award
Silver in Social Media Campaign

Cresta Awards
Silver in Social

MAX Awards

COMM Awards
Silver in Online & Social

Annual Multimedia Awards
Gold in Social Media

AME Awards
Finalist in Social Media & Social Video
Finalist in Beverages