Beck's: Nature

Brewed with only national ingredients and an open mind

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.

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
Published: April 2012

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4 comments

JimCompton-Hall's picture
JimCompton-Hall
64 pencils

Really striking.
I've been waiting for a brand to use moss graffiti since I stumbled upon the art form last year (have other brands used this?).
The final piece doesn't look very impressive but the build up to it is very nice.

But are natural ingredients really much of a selling point for cheap larger?

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@JimComptonHall
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CACAHD's picture
CACAHD
1637 pencils

McDonald's made it and have been rewarded for this : www.iwishididit.com/2008/07/mcdonalds-fresh-salad-billboard/

Nike Diesel's picture
Nike Diesel
13339 pencils

Yes, they did.
And they also did this one which is a bit older: http://adsoftheworld.com/media/ambient/mcdonalds_carrots

Jim Bowes's picture
Jim Bowes
2 pencils

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!

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