CONTEXT
The first word in Bergenbier language is "friendship."
But with age, we forget 'to apply' that word, and it remains only a word.
So, Bergenbier (part of Molson Coors Group), asked us a story (TVC) that would bring our friends together again.
But with age, we forget 'to apply' that word, and it remains only a word.
So, Bergenbier (part of Molson Coors Group), asked us a story (TVC) that would bring our friends together again.
IDEA
We come to the story of a solitary fir tree (named Ovidiu in Romanian version, and Jack in English version) - which reminds us that we are not stuck in the ground, but in our comfort zone.
And beside everyday excuses, the only real obstacle in keeping our friendships alive - is our will.
Don't be like Jack, because you are not. Move your ass to see your friends. :)
You can do it.
And beside everyday excuses, the only real obstacle in keeping our friendships alive - is our will.
Don't be like Jack, because you are not. Move your ass to see your friends. :)
You can do it.
TVC
Copywriter: Andrei Ignat
Art Director: Radu Soimulescu
Group Creative Director: Andrei Besliu
Group Creative Director: Andrei Besliu
Film Director: Peter Dietrich
Production: MME
Agency: Cohn & Jansen Network
(Romanian version is here)
(Romanian version is here)
CONTEXT
The second word in Bergenbier language is "Football".
So, in 2021, with the UEFA Championship (which also took place partially in Romania), the Bergenbier team (part of Molson Coors Group) asked us to speak 'Fotball' again.
But because this time Bergenbier had nothing to do with the Romanian National Team, and because UEFA has some very tough requirements for monetizing its events, we had to find a way to talk about football as impartially as possible.
But because this time Bergenbier had nothing to do with the Romanian National Team, and because UEFA has some very tough requirements for monetizing its events, we had to find a way to talk about football as impartially as possible.
IDEA
So we chose to talk about football from the perspective of the spectators. That's how we know, if on the field - the sport is really football, in front of the TV - the sport is the commentary of football.
So we made a Commentators Training Team - and what could be more flattering than commenting along with the most famous football commentators in Romania - Ovidiu Ioanitoaia and UEFA referee, Ion Craciunescu?
So we made a Commentators Training Team - and what could be more flattering than commenting along with the most famous football commentators in Romania - Ovidiu Ioanitoaia and UEFA referee, Ion Craciunescu?
TVC
Copywriter: Andrei Ignat
Art Director: Radu Soimulescu
Group Creative Director: Andrei Besliu
Group Creative Director: Andrei Besliu
Film Director: Radu Muntean
Production: MME
Production: MME
Agency: Cohn & Jansen Network
First step of the campaign was to make a glorious TVC launch in a 20 secs.
So how can you build an emotion of epic proportions in 20 seconds?
So how can you build an emotion of epic proportions in 20 seconds?
How can you create the excitement of a movie without a movie?
IDEA
Our solution was to simulate the opening credits for a Hollywood film production company.
A famous one. ;) You'll think that after that intro, something amazing must follow.
And you're right. Is the New Bergenbier Image. A new reason to meet your friends at a beer.
And you're right. Is the New Bergenbier Image. A new reason to meet your friends at a beer.
TVC
Copywriter: Dragos Raicu, Andrei Ignat
Art Director: Radu Soimulescu
Group Creative Director: Andrei Besliu
Group Creative Director: Andrei Besliu
Film Director: David Alcade
Production: Abis Studio
Production: Abis Studio
Agency: Cohn & Jansen Network
▬
SOCIAL MEDIA
Second step of the campaign is to launch the new image, and the best way to do it is to call you to launch it. In addition to the fame you get immediately :), this also means winning prizes and drinking a Bergenbier with your friends. To spread the word, we chose a famous Romanian stand-up artist, VIO (Viorel Dragu).
Copywriter: VIO (Viorel Dragu), Irina Tanase
Art Director: Cerasela Usturoi
Group Creative Director: Andrei Besliu
Group Creative Director: Andrei Besliu
Film Director: iRonic Distors
Agency: Cohn & Jansen Network
Agency: Cohn & Jansen Network
