Two "beer" souls

Beer marketing Life is short and thirsty. Contexta's creative team had already come to this conclusion: with claims such as "15 steps to Feldschlösschen", the Bern-based agency dramatized the refreshingly tingling moment when the ice-cold beer finally gurgles down the throat. The Geneva-based "beer" agency Simko piously let four exciting advertising years pass in order to place this delightful moment at the center of its current Carlsberg campaign. Under the slogan "Wish I where elsewhere", the creative team led by CD Olivier Girard show people listening stiffly and formally to an opera on one side of the poster, while on the other they celebrate the "Carlsberg moment" - that palate-tingling moment when the Danish brew runs down their throats and they are freed from the commentary. And what does the "beer" agency want to tell us? Exactly: "oazapft is", whether stiff or loose, Carlsberg, I'll treat myself.