Title	TAXI BEER
Brand	BRAUMANUFAKTUR FORSTHAUS TEMPLIN
Product/Service	TAXI BEER
Category	F02. Illustration
Entrant Company	DDB GROUP DÜSSELDORF, GERMANY
Advertising Agency	DDB GROUP GERMANY Berlin, GERMANY

Name	Company	Position
Eric Schoeffler	DDB Group Germany GmbH	Chief Creative Officer
Matthias Schmidt	DDB Group Germany GmbH	Executive Creative Director
Veit Moeller	DDB Group Germany GmbH	Creative Director
Jack Christensen/Thomas Bengston	DDB Group Germany GmbH	Art Direction
Thomas Bengston/Jack Christensen	DDB Group Germany GmbH	Copywriter
Ana Srepel/Anne Burkhard	DDB Group Germany GmbH	Account Manager
Sebastian Hudert	DDB Group Germany GmbH	Illustrator
Jens Mecking/Susi Schneider	DDB Group Germany GmbH	Agency Producer
Henri Harms/Sebastian Hudert/Lilli Langenheim	DDB Group Germany GmbH	Graphic Designer
Martin Wolf	Martin Wolf	Cinematographer
Friedmann		Composer
Martin Wolf	Martin Wolf	Post Production/Editor
Konradin Resa/Marc Kaufholz	DDB Group Germany GmbH	Screen Design
Florian Kruse	Slaughterhouse GmbH	Sound Design

Brief Explanation

Braumanufaktur is a brewery based in Potsdam that supplies beer to the surrounding German states of Brandenburg and Berlin. As a producer of organic beers they feel that not only do they have a responsibility to produce beer in the right way but also a responsibility to their customers as well.

The Brief

As a local brewery Braumanufaktur wanted to become more competitive in Berlin. But in a market flooded with craft beers the problem was how to stand out.

How the final design was conceived

Rather than creating a traditional campaign that would get lost in a sea of beer advertising and also be ineffective in targeting both beer lovers and potential drink drivers, we created something that would make our message stand out more. By engaging with people directly in a place where it would be most relevant: while they were having a drink. Our solution: Taxi Beer - The beer that drives you home safely. With taxi company Taxi Funk, we created a specially designed range of beers available for a limited time only, offering people a free ride home. Each bottle featured a real Berlin taxi driver on the front and on the back a phone number. To make the idea authentic we found as much information about each driver as possible. The beers were given names and designs that reflected each driver's personality, such as Gorgeous Gerd: A gym enthusiast, Captain Jürgen: An ex-pilot and Inspiring Robert: well, he was inspiring. Furthermore the drivers were given a heroic appearance to highlight their role as late night saviours. Popular bars in Berlin were selected and stocked with Taxi Beer. Beermats and posters told people about the beer as well as a website

Indication of how successful the outcome was in the market

During the period Taxi Beer was available sales increased significantly and more importantly led to hundreds of safe journeys home. The eye-catching and entertaining bottle designs meant the idea spread through word of mouth and on social media. Making Braumanufaktur famous among beer drinkers as well as helping to tackle an important social problem.