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

Name	Company	Position
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.