STAROBRNO’18
About This Project
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.
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.
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.
AWARDS
FARA 2018 | Starobrno #differentczech Friendly fire tour, Events | Gold
FARA 2018 | Starobrno #differentczech teaser, Creative use of media | Bronze
FARA 2018 | Starobrno #differentczech, Integrated campaign | Bronze
AGENCY: All Channels Communication
CREATIVE DIRECTOR: Petar Kesserjiev | Marin Kostov
ART DIRECTOR: Aleksandrina Stefanova
GRAPHIC DESIGNER: Viktor Manchev
COPYWRITER: Dimitar Grancharov
TVC DIRECTOR: Zoran Petrovksi
TVC PRODUCER: Film-Maker