Hasta La Creative!

Outdoor
Becks

Since 1516, German breweries have to produce Pils beer according to the world’s oldest food law, the purity law – with hop, malt and water only. We wanted to challenge this and added a new ingredient without changing the recipe: the beer drinkers themselves! Beck’s involved its fans in the making of a new beer. With an interactive outdoor experience and by applying popular science (“plants grow better when you talk to them”) to hop. We installed loud speakers in the world’s biggest hop field, connecting them to a mobile recording booth that was placed in popular Berlin night out areas. In that way, people talked in an around-the-clock live-stunt to a Beck’s key ingredient. Together with malt and yeast, the harvested hop was then turned into a limited-edition with new taste – thanks to the many Berlin people who infused it with their stories, songs and laughs.

Advertising Agency:Serviceplan, Munich, Germany
Film Production Company:Element E Filmproduktion
Postproduction:Element E Filmproduktion
Sound Design:Verlag
Music Company:Verlag
Global Chief Creative Officer:Alex Schill
Managing Partner:Markus Kremer, Thomas Heyen
Management Supervisor:Lars Holling
Senior Account Manager:Sabrina Schwartz
Junior Account Manager:Mariah Kattmann
Design Director:Sebastien Stabenau
Senior Copywriter:Jan-Erik Scheibner
Copywriter:Melis Adiguezel, Joy Chakravorty
Art Director:Sine Hansen, Sudarshan Waghmare
Final Art Specialist:Nils-Christian Sperlin
Junior Art Director:Philipp Truebiger
Creative Director Art:Ronnie Patt
Regie:Jeffrey Lisk, Bernd Possardt
Producer:Sebastian Schroeer
Head Of Production:Patrick Volm-Dettenbach
Produzent:Bernd T. Hoefflin
Managing Director:Christoph Koehler
Production Assistent:Madeliene Pfisterer
DoP:Chris McKissick