STAROBRNO'18

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STAROBRNO'18

#differentczech

BRIEF

To create an image campaign for Starobrno beer that is going to reposition the brand, turning it from just another Czech beer into an underground urban beer of Bulgaria.

IDEA

Following the spirit of urban atmosphere and the younger generation, we decided to turn to the music that most clearly embodies it, namely Bulgarian hip hop. We took two of the most famous Bulgarian artists Zhlach and Grigovor to be the faces of the campaign and invited them to create a Brno manifesto. It was the lyrics they created that formed the basis of our campaign, which we divided into 3 main parts: teaser, teaser review and hip hop friendly fire tour round the country.

MANIFESTO

EN translation coming soon

TEASER

We divided the already created manifesto into 11 parts and dispersed it at different bus stops. And because we wanted to make it look like someone had "bombed" the stops, we decided to use real stencils and sprays to write the messages. Some of these messages also came to life as ambient installations in Plovdiv, Vanrna and Burgas. They were created by the independent artists of Destructive creation. Each installation was giving the visual appearance of the corresponding phrase. All this led to a great discussions and interest from the people on social networks, which was our goal.

BUS stops stencils

Ambient

TEASER REVIEW

After the first teaser wave of the campaign was over, we discovered the brand that sits behind it, launching TVC, which already contained the entire manifesto.

FRIENDLY FIRE

At the finals, we supported Zhlach and Grigovor in their national tour called Friendly fire, where they performed not only their repertoire but also performed the first polite rap battles.