Republica wins pitch for Rugenbräu
In the pitch for Rugenbräu, the Bernese agency Republica looked deep into the glass and presented a polarizing campaign that won over the client. The first works will be seen in 2020.
The agency is now to focus on the values of the art of brewing beer as well as the region of the Bernese Oberland, and also to significantly increase awareness of the privately run brewery in and around the canton of Bern. In addition, the messages are intended to inspire consumers in a humorous way.
The client was convinced by a campaign that did not feature glasses in front of a mountain panorama, hands caressing barley, or full-bearded pseudo-brewmasters. According to the agency, a glass or two of Rugenbräu provided the necessary modicum of creativity during the late-night brainstorming session.
The first results of the campaign will be seen in 2020 in the greater Bern area on posters, on the web, in social media as well as in gastronomy.
