Velkopopovicky Kozel Design & Branding Kozel. Mixed Beer Effect [image] by Bootleg (BBDO Russia Group)

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Kozel. Mixed Beer Effect [image]

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Industry Beers and Ciders
Media Design & Branding
Market Russia
Agency Bootleg (BBDO Russia Group)
Creative Director Alёsha Starodubov
Senior Copywriter Nikita Nikiforov
Released September 2016

Awards

ADCR Awards 2017
Print & Outdoor Poster Advertising Bronze

Credits & Description

Agency: Bootleg
Original Title: Kozel. Mixed Beer Effect
Client: Efes
Creative Director: Alёsha Starodubov(Bootleg)
Senior Copywriter: Nikita Nikiforov
Junior Art-Director: Arsen Mollakaev
Junior Art-Director: Alexey Kalyan
Synopsis:
In order to demonstrate new way of drinking (mixing lager with porter) vividly in OOH, we used diplopia (double vision) effect which could be easily achieved just by crossing your eyes. The layout is based on symmetrically placed two Kozel beer cups on both sides – lager & porter, as well as the headline: «try it mixed». When people’re crossing eyes, two beer cups start moving towards each other and consequently meet at one point – one cup over lapses another and consequently the third “mixed cup” becomes noticeable between them.This way people are not just informed through OOH about new mixed way of drinking beer, but could immediately feel it’s “hopping” effect.