We started working with Beck's, one of Inbev's global leading brands, in 2006.
As their global agency, they asked us to develop a global campaign based on
two fundamental brand elements: their logo (a key) and their uncompromised
attitude towards the brewing process, resulting in a slightly bitter taste, true to
the original recipe from the 1800's.
Because of this decision for an unique - but not so broad - beer taste, they
considered themselves to be a beer that makes the choice to remain authentic.
So when they came to us, they wanted to create a campaign to those who,
just like them, sought a more authentic experience.
Since the choice of beer for the majority of 25 year-olds is mostly driven by image,
habit, or cost, we decided against focusing on the heritage story of Beck’s and
instead looked to build a connection with our target by focusing on them. On their
desire to be true to themselves as they start making their own decisions in life.
Whereas most beer brands focus on parties, babes, and bro behavior, Beck’s
wanted to be the beer that championed self-determination and authenticity.
To establish this sophisticated and reflective direction we needed to find
a solution that communicated the idea simply and could easily be translated
in any language. So we chose the archetypal image of being faced with two
doors to represent choices that lead to different paths. We printed choices
on the doors that alluded to either an unseen dilemma or a larger question
in life. And though we never see which choice is made, we are reminded
as we face the two doors that it is up to us, because “Life is what you choose.”
Our campaign gave people the key to their lives and brought them closer
to a brand known not only by its beer, but also by its attitude. After all, having
a cold one with your best friend also means some interesting conversations
and deeper thoughts.