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Coruja Lift Off

Coruja Lift Off | Super Bock | Solid Dogma
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basics
Industry: Alcoholic drinks
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Super Bock's relationship with music and art is close. Super Bock's commitment to Urban Art is evident at events such as the National Creative Industries Award and Super Bock Super Rock, a festival that has enjoyed partnerships with the Underdogs, Farh 021.3. and Bordallo II. The time has come to make it even deeper.The new brand CORUJA was the right opportunity to do it. The briefing was clear. Make the CORUJA launch the investment platform in public and urban art and in Portuguese artists. By 2020, this platform will motivate the development of Public and Urban Art in Portugal as a social manifestation and an important factor for cultural development. Throughout these three years, the brand will implement a number of initiatives, several in collaboration with the 9 artists, and also support the new national talents with a Public Art Award worth 10 k.
Strategy
Consumers in Portugal, and other more mature markets, are increasingly looking for diversity.Since 2010 this diversity has been delivered by national artisanal beer brands (+90 at the end of 2016). A 24-35 liberal savyy consumer, in search of contemporaneity, without forgetting its roots.Not conventional, attentive to everything that happens, always awake , looking for new experiences that enrich him The objective of the campaign was to generate curiosity for the discovery of the diversity of Super Bock CORUJA beers, positioning as an inspiration and promoter of creativity and free thinking.
Relevancy
This a campaign that defies conventions on brand guidelines and banks on an idea and a symbol - an artist and an animal - not a specific brand logo to make it known for its social impact rather than only its looks . A campaign that takes the risk of proposing to a brand not a simple commercial approach to selling a beer but a 3 year investment plan in art. A campaign based on a real-time fictional narrative spread through social media that all disciplines – art, illustration, design, advertising, stunt, digital , motion, exhibition.
Outcome
40% of sales annual objective in 2 months. TOM ad awareness surpassing all beer brands in Portugal, except for the 2 main ones Brand awareness surpassing all beer brands in Portugal, except for the 2 main ones Volume Market share surpassing main competitor on 1 percentual point – operating since May 2016 vs our launch in March 2017. Immediate impact & awareness of new coruja beer Sell out first week launch TOP POSTS AFTER 2 WEEKS – PORTUGAL ONLY FB VID - 808 686 k R - 567 k V - 2.2 k L FB VID 2 - 538 348 k R - 490 k V - 4.4 k L INSTA VID - 204 763 V - 3043 L
Execution
A 3 month, 6 Phase campaign in Portugal, running from late January to April “Coruja - the artist” – a urban artists responds to a brand launch with a take over its outdoors. A campaign based on a real-time fictional narrative spread through social media. 9 artists 10 person street crew 70 illustrations 800 interventions –paste-ups, graffiti, stickers 9 art pieces 1 exhibition 9 bottle labels 9 outdoor campaign themes 6 movies 4 animations Art Illustration Design Advertising: Film, Outdoor, Radio, MB Stunt / Activation - paste ups, stickers, graffitti Digital Motion Event and Environments
CampaignDescription
CORUJA sets new ground for brand involvement with art in Portugal and to refresh traditional and old school beer communication. We made this launch a tribute to urban art and an announcement of a 3 year investment program. A fictional narrative that created a conflict between the "CORUJA Artist" and the CORUJA brand as a way to introduce the brand into the territory of desired performance. The illustration and artwork will be the basis of all CORUJA communication . We started by hiring 9 top artists. And these drew about 70 different owls. 2 months before the launch of Beer we invented "CORUJA" - a new artist who began to paint and paste these different owl illustrations in Portugal and to publish his work on social networks with great impact. Then we launched the traditional beer campaign that announced a beer with the same name. . The conflict was created.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Brand Experience & Activation
Launch / Re-launch
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