| Title | MEMEL BRAU |
| Brand | ŠVYTURYS |
| Product/Service | ALCOHOLIC BEVERAGES |
| Category |
D02. Beverages (alcoholic/non-alcoholic) |
|
Entrant Company
|
NOT PERFECT Y&R Vilnius, LITHUANIA
|
|
Advertising Agency
|
NOT PERFECT Y&R Vilnius, LITHUANIA
|
Credits
| Antanas Dubra |
Not Perfect | Y/R Vilnius |
Art Director |
| Irmantas Savulionis |
Not Perfect | Y/R Vilnius |
Art Director |
| Marius Lukošius |
Not Perfect | Y/R Vilnius |
Creativity Director |
| Rokas Cicėnas |
Not Perfect | Y/R Vilnius |
Designer |
| Povilas Gavorka |
Not Perfect | Y/R Vilnius |
Designer |
Brief Explanation
A fire broke out in the Curonian spit national park. The fire severely damaged a beautiful mountain pine forest, and it will take years to replenish it. A local brewery “Švyturys” has decided to help. It has offered to donate 5 cents from each bottle of “Memelbrau” beer sold in stores for forest recovery and fire prevention.
The Brief
We were asked to communicate the message having quite a challenging means at our disposal: the less money we spend on advertising = the more money is actually donated for forest recovery.
How the final design was conceived
Using the coal of burned down trees from the actual site, we created a strong visual, vividly depicting the tragedy. And later we’ve put this visual on a distinctive bottle wrap, which served as the main vehicle of communication for the campaign.
Indication of how successful the outcome was in the market
Wrapped bottles immediately caught attention of the public, attracted customers to examine them more closely and engage in forest fire prevention program by buying “Memelbrau”. And it did attract substantial free media coverage. This way instead of spending money on big press and outdoor campaign, we’ve achieved the desired result with a single bottle wrap thus saving more money for pine saplings. To this date money has been raised to plant over 50 000 pines.