| Title | BAŽANT 73 |
| Brand | HEINEKEN SLOVAKIA |
| Product/Service | ZLATÝ BAŽANT 73 |
| Category |
B11. Launch / Re-launch |
|
Entrant
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
|
Idea Creation
|
WIKTOR LEO BURNETT Bratislava, SLOVAK REPUBLIC
|
Credits
| Stefan Andrejco |
Wiktor Leo Burnett |
Creative Director |
| Martin Keder |
Wiktor Leo Burnett |
Copywriter |
| Stefan Andrejco |
Wiktor Leo Burnett |
Art Director |
| Peter Kacenka |
Wiktor Leo Burnett |
Executive Creative Director |
| Martin Motacek |
Wiktor Leo Burnett |
Copywriter |
| Vladimir Lefik |
Wiktor Leo Burnett |
Copywriter |
| Milena Ivanova |
Wiktor Leo Burnett |
Art Director |
The Campaign
We asked 3 legendary graphic designers who were at their professional peak in the 70s to create posters for the new beer. But there was one condition – they were only able to use graphic techniques that were used 40 years ago. That means maximum handwork and minimum of computer assistence.
Execution
3 legendary graphic designers who were at their professional peak in the 70’s created posters for the new beer. They only used techniques that were common in the times when Zlaty Bazant was brewed for the first time (1973). We asked a documentary film director to capture the whole creative process. The 10 minute film had a public premiere together with an autograph session and than it was aired on a Slovak TV station and also on Facebook.
The film was wieved by more than 101 000 people on TV, 80 000 people watched the film online. We have given away 60 original posters signed by the authors. All 3 posters are officialy listed in the Slovak Design Centre. The chatter on social media changed – the story of 3 seniors creating the advertising for beer brewed accoring to a 43 years old recipe and using techniques from the old day was most well recieved by the younger urban generation.
The Situation
The campaign helped the biggest producer of beer in Slovakia to once again maintain it’s lost position of the „best beer in Slovakia“. It communicated quality and craft of the new beer Zlaty Bazant 73 in an unsual but relevant way.
The Strategy
We targeted young urban people who prefer small independent breweries. The PR planning consisted of posters that people could win on Facebook and a documentry film which captured the whole process of creation.