TBWA\Zurich: Liquor bottles ice billboards
Brancamenta is the mint variation of Fernet-Branca. The liqueur is ideally served ice cold. On behalf of Campari Switzerland, TBWA\Zurich has launched a campaign that dramatizes this.
Posters can currently be seen throughout Switzerland, especially at POS locations, which give the impression that they were first covered by a thick layer of ice before being scraped free. The visual plays on the idea that the Brancamenta bottle is so cool that it ices its immediate surroundings. In addition to these posters, completely iced poster sites with attached scrapers grab the attention of passersby and invite interaction. Because in order to find out what is hidden under the ice, it has to be scraped away. No real ice was used in the campaign. Instead, a congruent Plexiglas pane was attached to the billboard, covered by a scratch-off layer and printed with an image of an icy surface.
The campaign accompanies the inclusion of Brancamenta in Coop's spirits range. A neck hanger on the bottles is intended to generate additional attention on the shelves.
Responsible at Campari Switzerland, Baar: Beate Balzert. Responsible at TBWA\Zurich: Eunike Pilz-Heil (Account Management), Frederick Rossmann (CD), Barney Rees (AD), Johannes Dörig (Graphic Design), Matthias Ziegler (Text), Simona Mink (Desktop Publishing), Christina Bürgin- Hengstmann (Art Buying, Agency Producing), Agnes Meier (Print Production). Responsible for photography/postproduction: Staudinger + Franke, Vienna, Austria. Responsible for the production: Frontwork, Wallisellen.
