April 2012
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100 kilograms of live moss were shaped into graphic elements that symbolize Beck’s brand ingredients - young, free, open-minded, innovative and trend-setting, and then installed consecutively on a 5x9m OOH, thus gradually forming a shape of a bottle and delivering the message.

Brewed with only national ingredients and an open mind

Advertising Agency: Lowe Swing Communications, Sofia, Bulgaria
Creative Director: Emanuela Chahinian
Art Director: Stefan Chinov
Copywriter: Emanuela Chahinian
Illustrator: Stefan Chinov
Media: GreenGraffiti / Metropolis Outdoor Media Group

Comments (4)

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Jim Bowes's picture
Jim Bowes
2 Activity Scores

Great use of natural media by McDonalds but neither were made with moss which still makes the Beck's campaign unique. I also don't think the plants were "set free" back into nature. Coca Cola also did one and I know that Curb Media produced a billboard using flowers and plants in London. All good signs that natural media is beginning to become an accepted media technique. Hats off to advertisers that think beyond the boundaries of traditional out of home advertising! Having balls get's eyeballs!