AFRICAN WARRIORS by Mayer/McCann Erickson Bratislava for Corgon

Adsarchive » Design & Branding » Corgon » AFRICAN WARRIORS

AFRICAN WARRIORS

Pin to Collection
Add a note
Industry Beers and Ciders
Media Design & Branding
Market Slovakia
Agency Mayer/McCann Erickson Bratislava
Creative Director Boris Prexta
Senior Art Director Michal Szulanyi
Released November 2009

Credits & Description

Category: Calendars
Advertiser: HEINEKEN SLOVAK REPUBLIC
Product/Service: CORGON BEER
Agency: MAYER/McCANN ERICKSON
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MAYER/McCANN ERICKSON, Bratislava, SLOVAK REPUBLIC
Creative Director: Boris Prexta (Mayer/ McCann Erickson)
Senior Art Director: Michal Szulanyi (Mayer/ McCann Erickson)
Postproduction: Rastislav Brondos (Mayer/ McCann Erickson)
Brand Manager: Lenka Camborova (Heineken Slovak Republic)
Account Manager: Eva Musecova (Mayer/ McCann Erickson)
Media placement: Calendar - pubs - 01/12/2009 / end of 2010

Describe the challenges and key objectives
To support national pride of Slovak fans, who are the regular drinkers of Corgon beer as well. To show that players, fans and the beer Corgon are one team.

Describe the brief from the client

To create a calendar that would communicate a strong relationship between the beer brand Corgon and the Slovak national soccer team. The theme was the celebration of the successful FIFA World Cup Qualification and the participation in the final tournament in South Africa in 2010.

Describe how you arrived at the final design
We used existing press photos of Slovak players and we modified them with custom African-style face painting. The idea was to make "African warriors" out of them, who will "fight" for our country.

Give some indication of how successful the outcome was in the market
The calendar was used as a POS in selected pubs, but the demand from the customers was very high. So the calendar was placed as a prize in several online and press promotions. We also achieved spontaneous publicity in marketing- specialised magazines, and nation-wide tabloid as well.