Paulaner

PAULANER BREWERY

#TraditioNew – Media Goes Creation

Paulaner
  • Category

    OOH Print Media Strategy
  • Industry

    FMCG
  • Client

    Paulaner Brewery

The world wasn’t expecting another beer. The new Paulaner Zwickl beer is presented in a unique bottle with a tactile glass design. In keeping with this theme, the #TraditioNeu (#TraditioNew) launch campaign had to completely disrupt familiar patterns. Media Goes Creation. Street artists competed to create the campaign motifs for their neighbourhoods. Winners then brought their designs to life in the form of gigantic, innovative UV light murals in their cities. The artists became influencers and the target group became brand ambassadors.

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Our content extension: wild posting, information screens and print ads. The highlight: Shazam Visual brought the murals to life. The campaign set a new standard and Paulaner sold over five million bottles in the first year.

Awards
The Internationalist Award Gold 2018
Deutscher Mediapreis Shortlist 2018
Festival of Media Global Shortlist 2018
Deutscher Digital Award Shortlist 2018