Title | BECK’S SOUNDPILS |
Brand | BECK'S |
Product/Service | BECK'S PILS |
Category |
D05. Interactive Experiences |
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Media Placement
|
CARAT Hamburg, GERMANY
|
PR
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Production
|
ELEMENT E FILMPRODUKTION Hamburg, GERMANY
|
Production 2
|
EXTREME MUSIK Berlin, GERMANY
|
Additional Company
|
PLAN.NET Munich, GERMANY
|
Credits
Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
Markus Kremer |
SERVICEPLAN GERMANY |
Managing Partner |
Thomas Heyen |
SERVICEPLAN GERMANY |
Managing Partner |
Lars Holling |
SERVICEPLAN GERMANY |
Management Supervisor |
Sabrina Schwartz |
SERVICEPLAN GERMANY |
Senior Account Manager |
Mariah Kattmann |
SERVICEPLAN GERMANY |
Junior Account Manager |
Sebastien Stabenau |
SERVICEPLAN GERMANY |
Design Director |
Jan-Erik Scheibner |
SERVICEPLAN GERMANY |
Senior Copywriter |
Melis Adiguezel |
SERVICEPLAN GERMANY |
Copywriter |
Sine Hansen |
SERVICEPLAN GERMANY |
Art Director |
Joy Chakravorty |
SERVICEPLAN GERMANY |
Copywriter |
Sudarshan Waghmare |
SERVICEPLAN GERMANY |
Art Director |
Nils-Christian Sperlin |
SERVICEPLAN GERMANY |
Final Art Specialist |
Philipp Truebiger |
SERVICEPLAN GERMANY |
Junior Art Director |
Ronnie Patt |
SERVICEPLAN GERMANY |
Creative Director Art |
Jeffrey Lisk |
Freelance |
Director |
Bernd Possardt |
Freelance |
Director |
Sebastian Schroeer |
Element E |
Producer |
Patrick Volm-Dettenbach |
Element E |
Head of Production |
Bernd T. Hoefflin |
Element E |
Produzent |
Christoph Koehler |
Neverest |
Managing Director |
Madeliene Pfisterer |
Neverest |
Production Assistent |
Chris McKissick |
Freelance |
DoP |
Write a short summary of what happens in the ambient or digital execution or campaign.
Since 1516, German breweries have to produce Pils beer according to the world’s oldest food law, the purity law – with hop, malt and water only. We wanted to challenge this and added a new ingredient without changing the recipe: the beer drinkers themselves!
Beck’s involved its fans in the making of a new beer. With an interactive outdoor experience and by applying popular science (“plants grow better when you talk to them”) to hop.
We installed loud speakers in the world’s biggest hop field, connecting them to a mobile recording booth that was placed in popular Berlin night out areas. In that way, people talked in an around-the-clock live-stunt to a Beck’s key ingredient. Together with malt and yeast, the harvested hop was then turned into a limited-edition with new taste – thanks to the many Berlin people who infused it with their stories, songs and laughs.
Cultural/Context information for the jury
Since 2017, the Beck’s brand revolves around the rallying cry “You make it legendary”. This basically means putting the brand’s most differentiating ingredient in focus: its consumers. Following that principle, Beck’s created several experiential brand experiences involving fans all over Germany.
Germany is known for inventing the purity law in 1516, which legally forbids to use any other ingredients than water, barley and hops for brewing. A sign of quality which Beck’s is still applying to its Pils beer today. By infusing the hops with the Beck’s fans voices, we wanted to make consumers part of a new quality product without breaking the purity law.