| Title | THE SOCIAL BEER |
| Brand | SPENDRUPS BRYGGERI AB |
| Product/Service | NORRLANDS GULD |
| Category |
D04. Live Advertising & Events |
|
Entrant
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Idea Creation
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Production
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
|
Production 2
|
GO! FIGHT! FANTASTIC! Stockholm, SWEDEN
|
|
Production 3
|
BKRY Stockholm, SWEDEN
|
|
Additional Company
|
BSMART CREATIVE PARTNER Stockholm, SWEDEN
|
Credits
| Magnus Jakobsson |
Åkestam Holst NoA |
Executive Creative Director |
| Martin Noreby |
Åkestam Holst NoA |
Art Director |
| Simon Lublin |
Åkestam Holst NoA |
Copywriter |
| Joakim Khoury |
Åkestam Holst NoA |
Art Director |
| Daniel Vaccino |
Åkestam Holst NoA |
Copywriter |
| Bella Lagerquist |
Åkestam Holst NoA |
Account Manager |
| Kenna Magnusson |
Åkestam Holst NoA |
Motion Designer |
| Ida Persson |
Åkestam Holst NoA |
PR Strategist |
| Eskil Lundberg |
BKRY |
Motion Designer |
| Johan Albrektsson |
Go! Fight! Fantastic! |
Technical Director |
Write a short summary of what happens in the ambient or digital execution or campaign.
According to a recent Swedish study 70 % feel that their phones just get in the way, when they get together. So for the 2018 FIFA World Cup, we brewed up a solution. Introducing the Social Beer – an updated Norrlands Guld that doubled as drinkable social media. A tailored algorithm collected the latest and biggest World Cup related tweets, and printed them onto the beers foam using a malt-based ink. Tweets were served within seconds from first appearing on the Twitter platform.
Ready to drink, ready to share, and allowing fans to put down their phones without missing out on the action. With the simple idea of Twitter on tap we turned social media into something social again, while emphasizing the brands longtime promise of togetherness.
Cultural/Context information for the jury
Norrlands Guld is one of Sweden’s leading beers. The brand is built and brewed on a promise of togetherness, and these days, being together equals putting down your phone for a while. For the upcoming summer of FIFA 2018 we had a specific challenge on our hands, since Norrlands Guld had lost their official sponsorship of The Swedish National Team to a competing Beer Brand. This changed the circumstances and blocked us from traditional sponsor-channels. We needed an alternative solution in order to reach fans and become part of the buzz. With a technology designed specifically for the FIFA 2018 world cup, the campaign was implemented at sports bars around Sweden: the center of the action and given go-to-place for our selected audience: people who love football. And beer.