CONTEXT
After many years, Bergenbier (part of Molson Coors Group) decided to return to its core values, the Mountain (from the label) and the Friendship. They need a new communication platform, simpler and more authentic.
IDEA
So, we think what can be more authentic and human then the popular sayings, especially those from the mountain people. We decided that every Bergenbier campaign from now on - to contain a wise advice from "the mountain" - towards a simpler but more fulfilled life.
But in order to change something, first you need to stop for a moment and connect with the nature. The mountain coolness that Bergenbier brings you, can help you take it easy and realize that what makes you happy is already around you. This is the first thought form Mountain Philosophy.
TVC
Copywriters: Alex Negoescu, Andrei Cohn, Andrei Ignat
Art Director: Radu Soimulescu
Group Creative Director: Andrei Besliu
Film Director: Andy Lambert
Group Creative Director: Andrei Besliu
Film Director: Andy Lambert
Production: Abis Studio
Agency: Cohn & Jansen Network
CONTEXT
In the first part of the Covid lockdown period, beer consumption decreased dramtically due to the closure of clubs and restaurants. So, Bergenbier (part of Molson Coors Group) asked us a campaign which to repair the situation as much as possible.
IDEA
We noticed that even if the cityes were 'closed', the friends could still meet for a beer in open spaces. Because Bergenbier's heart is the mountain itself, we decided to remind everyone that the mountains are still safe, and happy to open their hearts to the groups of friends who cannot longer meet in the city. And, as a bonus from Bergenbier, they get the chance to win several offroad cars. :)
'Lucina', the famous bar from the city, became 'Lucina' - a real mountain peak in the Carpathians.
We noticed that even if the cityes were 'closed', the friends could still meet for a beer in open spaces. Because Bergenbier's heart is the mountain itself, we decided to remind everyone that the mountains are still safe, and happy to open their hearts to the groups of friends who cannot longer meet in the city. And, as a bonus from Bergenbier, they get the chance to win several offroad cars. :)
'Lucina', the famous bar from the city, became 'Lucina' - a real mountain peak in the Carpathians.
TVC
Copywriter: Andrei Ignat
Art Director: Radu Soimulescu
Group Creative Director: Andrei Besliu
Film Director: Radu Muntean
Production: MME
Agency: Cohn & Jansen JWT Romania
Art Director: Radu Soimulescu
Group Creative Director: Andrei Besliu
Film Director: Radu Muntean
Production: MME
Agency: Cohn & Jansen JWT Romania
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(POST) Digital Short
For Social Media Shorts, we kept the 'meeting online' concept.
First you meet your friends online, like in the TVC, then you meet them for real, in the mountains.
For Social Media Shorts, we kept the 'meeting online' concept.
First you meet your friends online, like in the TVC, then you meet them for real, in the mountains.
Copywriter: Andrei Ignat, Irina Tanase
Art Director: Radu Soimulescu, Cerasela Usturoi
Group Creative Director: Andrei Besliu
Film Director: Radu Muntean
Production: MME
Agency: Cohn & Jansen JWT Romania
