Lion Nathan has launched an integrated marketing and public relations campaign for Beck’s Beer, celebrating the twentieth anniversary of the fall of the Berlin Wall. The programme encompasses outdoor advertising and experiential activities including on-premise events and photographic exhibitions at venues nationally as well as limited edition packaging and point-of-sale.
The campaign is being promoted with an animated television commercial featuring significant dates in the life of Berlin since the wall was built in the 1960s.
Click on the image below to play the video in YouTube (HD)
Tim Buesing, creative director at digital agency Holler Sydney curated the photographic exhibition, which will feature in The Tilbury, Sydney, The Croft Institute, Melbourne, Bar Soma, Brisbane and Bamboo Amphitheatre, Perth. Buesing was born and grew up in Germany and lived in West Berlin when the Wall fell. This has enabled him to bring an authenticity to the exhibition and overall campaign.
The photographic exhibition captures 20 hours in the lives of a small group of real Berliners and is running this month. The images feature places along the boundaries of the former divide that have taken on fresh meaning, allowing the city’s residents to express themselves in new and creative ways. Photographer Sebastian Pfutze, a native Berliner, was commissioned to shoot the photography for the exhibition.
“We often say we live and breathe our clients and their projects, and that’s never been more true as far as this project is concerned,” said Buesing. “The fall of the Wall on 9th November 1989 marked a new beginning for Berlin and I can still remember the emotion and excitement from that time. I was able to draw on my memories for inspiration for this project, which was a real labour of love.”
“The reunification between the East and the West saw the city become a hub of creativity, reinvention and inspiration. Twenty years on, Berlin has become renowned for its distinct music, art, design and cultural innovation and I really wanted the images to capture this,” said Buesing.
Three posters show three transitions: “Oppression to Expression”, “Dominated to Liberated” and “Grief to Relief”.
The Beck’s brand and the Berlin Wall are being linked with a special anniversary tour of the Beck’s Berlin Sessions will bring the best German DJs and Berlin club culture to Australian audiences.
Commenting on the strategy behind the concept, Arno Lenior, Category Director – Premium, Lion Nathan, said, “Beck’s beer drinkers are intrigued by the Berlin we’ve presented in previous campaigns and we want to celebrate this important anniversary by inspiring people to discover this moment in history and the modern art and lifestyle culture Berlin now represents.