| Title | HEROES OF THE NIGHT |
| Brand | ANHEUSER-BUSCH INBEV GERMANY HOLDING GMBH |
| Product/Service | BECK'S |
| Category |
A04. Digital Illustration & Image Design |
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Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement 2
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PLAN.NET Munich, GERMANY
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Production
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SERVICEPLAN GERMANY Munich, GERMANY
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Production 2
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PLAN.NET Munich, GERMANY
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Additional Company
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MATTHIAS SCHARDT Wuppertal, GERMANY
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Credits
| Alexander Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
| Thomas Heyen |
SERVICEPLAN GERMANY |
Managing Partner |
| Markus Kremer |
SERVICEPLAN GERMANY |
Managing Partner |
| Florian Klietz |
SERVICEPLAN GERMANY |
Managing Partner |
| Kristian von Elm |
SERVICEPLAN GERMANY |
Management Supervisor |
| Mariah Kattmann |
SERVICEPLAN GERMANY |
Junior Account Manager |
| Sebastien Stabenau |
SERVICEPLAN GERMANY |
Design Director |
| Ronnie Patt |
SERVICEPLAN GERMANY |
Creative Director Art |
| Jan-Erik Scheibner |
SERVICEPLAN GERMANY |
Senior Copywriter |
| Matthias Schardt |
Matthias Schardt |
Illustrator |
| Markus Maczey |
PLAN.NET |
Managing Director / CEO |
| Jonas Heitzer |
PLAN.NET |
Creative Coder |
| Alexander Kneifel |
PLAN.NET |
Junior UX/UI Designer |
| Marco Dinoto |
PLAN.NET |
Trainee Account Management |
| Jeferson Lopes Cocate |
SERVICEPLAN GERMANY |
Senior Account Manager |
| Efim Tamplon |
PLAN.NET |
Junior Creative Coder |
| Lee Sharrock |
SERVICEPLAN GERMANY |
Global PR |
Describe the creative idea
Over the last few years, younger target groups are increasingly turning away from drinking beer. At the same time, it becomes harder for brands to reach them via traditional channels like TV – since they’re spending lots of time on social platforms like WhatsApp. So, Beck’s was looking for a way to become part of the conversation again. During a time where our target group was flocking to cinemas to see Marvel Superhero films, we came up with the perfect solution: “Heroes of the Night”. The first app that turns every WhatsApp group chat into an individualized superhero comic.
Describe the execution
We developed the first mobile app using user-generated, real-time data from WhatsApp group chats to turn you and your friends into heroes of a legendary comic. Every comic is fully customizable and a unique piece of creativity, based on geo- and time-specific context provided by WhatsApp. The time the message is sent determines the time shown on the clocks in the comic! And the location of your night out is reflected in the comic’s title header – for example taking the shape of the Frankfurt skyline or the Hamburg harbor. How we did it? We wanted to develop an app that allows your WhatsApp group chats to turn into a comic, so the first thing we had to do was: Create a comic! We invented ten different night out heroes, each resembling a typical personality in your group of friends – and brought them to life in more than 300 hand-drawn illustrations, that were digitalized to suit the WhatsApp format and could be shared as jpegs or pdf on all social media platforms. To get there, all you had to do is download the app from the App Store and connect it with WhatsApp. With the tap of a finger, the app automatically generates your comic – assigning the best possible image to every message and according to name, based on chat context and sentiment. All fully created by artificial intelligence and yet completely customizable by yourself.