is there such a thing
as the perfect beer?
CONCEPT + ART DIRECTION | TV + PRINT + DIGITAL + SOCIAL
If you take some time to watch this adventurous documentary concepted and created for AMBEV, you’ll see that a wide range of brewmasters, from different beer schools are all on the same page. The very same question pops up every now and then at bars, pubs and biergartens around the world. While the arguments are not always based on technicial knowledge as you’ll see in the movie, the conclusion are most likely the same.
A red carpet for
a multi-colored ale.
The première was ready. The theatres were ready. The rising stars of the brew industry were there. After all, it was a movie launch campaign. For such occasion the cinema and PR coverages were present, side by side with specialists who were getting ready for the pre-roll interview. After the premiere, people could watch it in theaters in the Brazil.
By now you are probably aware that the perfect beer doesn’t exist. Or better. The perfect beer is a matter of occasion. It varies from time to time, from place to place. However, the documentary was there to break a bunch of other beer-related myths. For that, we selected small contents selected from the movie of extras and made a segmented media campaign intending to change habits.
You’ve cracked open a bottle of secrets and now you know that the perfect beer is a legend and also can be at the grasp of very hand in the next night, all at the same time. Incredible, like beer. Other things that you may be interested in is the results of this massive campaign. At this point you may recall what Charles Nouwen said: “the journey is more important than the endgame. I don’t want to reach the destination”.
