Category G03. Illustration
Product/ServiceALIBI BEER
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Additional Company ALIBI BEER Beloyarsky, RUSSIA
Name Company Position
Vladislav Derevyannikh Voskhod Design Director
Yana Akhmetshina Voskhod Art Director
Daria Ovechkina Voskhod Copywriter
Anton Rozhin Voskhod Copywriter

The Campaign

Friend reunions with a couple of beers turn into unbelievable stories the morning after. That’s why friends need an Alibi! A new beer from experienced beer makers and beer drinkers. Please welcome: Upside-Down Lee Brave Bob Johnny Lover.

Creative Execution

Each bottle tells a legend about three friends and a dog. Upside-Down Lee - for some strange reason he’s always upside down (because with a great party you never know how it’s gonna turn out). Brave Bob - an adrenaline addicted. He always finds the most dangerous adventures: fighting beasts from around the universe. Johnny Lover - a womanizer, he’s always surrounded with beautiful girls. The Dog - he’s just always somewhere around, because he won’t miss a thing! 5 unique bottle designs for 5 beer styles, each one with its own color palette: Lager: Who lives under the sea? Porter: Going to outer space. American pale ale: Vegas, baby! Stout: Superheroes at the Golden age of Hollywood Yubari* Weizen: Bavarian adventures in Tokyo *a specially-cultivated Japanese cantaloupe Every smallest element is hand-drawn, no stock images were used.

Indication of how successful the outcome was in the market

Alibi. Beer for you - story for the others.

Alibi is a beer for the parties that will become legendary. That's why our friends were not just drinking lager. They dived into adventures, conquered a monster and hooked up with every beautiful lady around. It was not just a boring home party with porter. It was a high-end party: they discovered new worlds and contacted with aliens. It was not just a “Cheers!” with APA. It was a cheerful head-spinning night! They rode a wild bull and got groupies of their own.