Andes Design & Branding, Case study Andes Bar 45 [image] by Del Campo Saatchi & Saatchi Buenos Aires, Primo Buenos Aires

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Andes Bar 45 [image]

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Industry Beers and Ciders
Media Design & Branding, Case study
Market Argentina
Agency Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Director Juan Pablo Lufrano, Rafael Santamarina, Ariel Serkin
Creative Director Ramiro Rodriguez Gamallo, Matías Lafalla
Art Director Estefanía Pécora
Copywriter Leandro Ezquerra
Agency Primo Buenos Aires
Released October 2016

Awards

Cannes Lions 2017
Direct Craft: Experience Design Silver Lion
Direct Sectors: Food & Drinks Bronze Lion
Promo And Activation Use of Promo: Experience: Exhibitions / Installations Bronze Lion

Credits & Description

Title: Andes Bar 45
Agency: Saatchi & Saatchi
Brand: Ab Inbev
Country: Argentina
Entrant Company: Saatchi & Saatchi, Buenos Aires
Advertising Agency: Saatchi & Saatchi, Buenos Aires
Production Company: Linda Tv, Buenos Aires / Primo, Buenos Aires / Sake, Buenos Aires
Additional Company: Papa Music, Buenos Aires / Not Deaf Sound Design, Buenos Aires
Executive Creative Director: Ariel Serkin (Saatchi & Saatchi Buenos Aires)
Executive Creative Director: Juan Pablo Lufrano (Saatchi & Saatchi Buenos Aires)
Executive Creative Director: Rafael Santamarina (Saatchi & Saatchi Buenos Aires)
Creative Director: Ramiro Rodriguez Gamallo (Saatchi & Saatchi Buenos Aires)
Creative Director: Matias Lafalla (Saatchi & Saatchi Buenos Aires)
Copywriter: Leandro Ezquerra (Saatchi & Saatchi Buenos Aires)
Art Director: Estefanía Pecora (Saatchi & Saatchi Buenos Aires)
Outcome:
It’s the first tilted bar in the world.People have traveled over 180 km (100 miles) to see it. It’s become the area’s main tourist attraction. Conversation on social media grew +47%, reaching 80% of our target audience.Shares on the fanpage increased 6-fold compared to the average.All the photos shared by people at the bar were completely organic.Over 28,800 pints were perfectly poured during just the first month.Miraculously, there were 0% accidents, slips or falls.
Strategy:
The strategy was to continue surprising our target audience – young men and women of between 18 and 24 years of age from the province of Mendoza, in the Andes. The idea had to be fresh, consistent with the region’s culture, and innovative in order to follow Andes Beer’s historical tone.That’s why we built a tilted bar in the middle of a mountain where the youth of Mendoza hang out on weekends and vacations. Then, we simply invited them to come to BAR45 to taste a glass of beer with the perfect beer head.
Execution:
During April we designed and put together the bar’s blueprints.Between May-June 2016 before the first snows, we built the 80m2 bar (861ft2) on a mountain in Mendoza, in the Andes. It was a long and complicated process because of the unfavorable weather conditions.In June, we advertised the bar’s construction throughout the entire province of Mendoza on TV, outdoor and social media causing a great deal of anticipation and word of mouth. This also worked as an excuse to start educating our consumers about the way of serving the perfect beer.The bar finally opened its doors in July along with the ski season, and ever since, it has become the main media, given the conversation it ignited in the whole province.Andes BAR45 has already become part of the mountain’s landscape and a tourist attraction where people in Mendoza can still go grab a perfectly served beer.
Relevancy:
We needed to put together a campaign to place the product at the center of the idea in order to educate the consumer on the proper way to drink beer.We accomplished it by directly establishing a conversation with our target and making them experience first-handedly the taste of a glass of beer with the exact amount of foam.In order to do so, we built a bar from scratch where every beer was perfectly served.This bar worked exactly like a live tutorial that began a conversation directly linked to the brand.
Synopsis:
Historically, Andes Beer has always spoken about friendship, parties, hook-ups, but it hadn’t ever really said anything about the product itself.We needed to come up with an idea that placed the beer at its core. This idea would also have to be relevant to a target within a specific region (Mendoza, Argentine Andes) while preserving the brand’s juvenile, authentic and innovative tone. The goal was to craft an idea that would educate consumers on the proper way to drink beer.
Campaign Description:
Experts agree that to serve the perfect beer you must tilt the glass to a 45-degree angle. That’s the only way you can get the right beer head. But not many people are aware of this or ignore it.That’s why Andes Beer decided to educate their consumers on the proper way to serve beer.With the help of natural mountain slopes, we built a bar where tables, chairs, counter, kegerator, and of course the whole place, were tilted so that each beer could be easily poured into the glass at the right angle.Andes BAR 45 - The world’s first leaning bar.A huge near-impossible challenge of engineering and architecture, fighting against extreme temperatures, wind, snow, and of course, gravity, in the search of the perfect beer.Because there’s nowhere like the Andes to pour a perfect Andes.