Title	WARSTEINER X HERTHA LIMITED EDITION CAN
Brand	WARSTEINER BRAUEREI HAUS CRAMER KG
Product/Service	BEER
Category	D02. Beverages (alcoholic/non-alcoholic)
Entrant Company	AMSTERDAM WORLDWIDE, THE NETHERLANDS
Advertising Agency	AMSTERDAM WORLDWIDE, THE NETHERLANDS

Name	Company	Position
Richard Gorodecky	Amsterdam Worldwide	Executive Creative Director
Daniel Peirón	Amsterdam Worldwide	Art Director
Daniel Peirón	Amsterdam Worldwide	Illustrator
Amadeus Henhapl	Amsterdam Worldwide	Copywriter
Daniel Maciejewski	Amsterdam Worldwide	Account Executive
Daniel Maciejewski	Amsterdam Worldwide	Producer

Brief Explanation

Warsteiner’s brand positioning – Mach das einzig Wahre – or ‘Do it Right’ is a philosophy inspired by over 200 years, and nine generations, of meticulous beer brewing. Yet the brand was still having a hard time making new friends in certain cities across Germany, where local beers tend to hold sway. Sponsoring football teams is just one way that Warsteiner has been trying to ‘Do it Right’, connecting with new consumers across the country in a meaningful way.

The Brief

The brief was to create a limited edition can to celebrate the new partnership between Berlin’s first division football team, Hertha BSC, and Warsteiner. The can would be sold locally, and considering the strong loyalty among most fans to Berlin brewed beers, the real challenge was to create a genuinely desirable object. To make a real impact, the design had to be not only relevant, but it had to create an authentic connection, one that would allow the design to overcome the emotional barrier of it not being ‘Made in Berlin.'

How the final design was conceived

Inspired by Hertha BSC’s club motto “Aus Berlin. Fur Berlin” (Of Berlin. For Berlin) the visual language for the design began with the city itself. Football is just one part of the cultural landscape that makes Hertha fans so proud of their team, the city itself is another. This led to the idea: “Aus Warstein. Fur Berlin.” Rather than just combining football and Warsteiner iconography, each can is a mini-celebration of Berlin. Inspired by mural art and stencil grafitti, we recreated the Berlin skyline by hand, using the Hertha team colours. The skyline was split across a collection of six cans (a six-pack). Each one features a different section of the skyline, and special production methods had to be used to recreate the six different designs. For the launch, print ads, posters and an online campaign turned the cans into a real life treasure hunt. Fans could locate, find and keep cans signed by their favourite Hertha players. The signed cans were hidden in the areas illustrated on different cans in the collection, with clues to finding them posted on the Hertha BSC Facebook page and Instagram.

Indication of how successful the outcome was in the market

Printed onto just 50,000 cans the Warsteiner-Hertha design sold out in record time. The 50 cans that were signed by Hertha players and hidden at five different locations around Berlin, were all found within just one week. Thousands of Berliners took to social media to participate in the campaign, sharing, Liking and uploading photos of themselves with the cans. The cans and the campaign became one of the top 10 ever posted subjects on Warsteiner’s Facebook page. The design was so popular, Warsteiner decided to also print a run of limited edition glasses as well.