Monkey Week Print MUSIC BEER by Lola Madrid

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Art Director Paulo Areas
Copywriter Francisco Cassis
Released April 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: MONKEY WEEK
Executive Creative Director: Chacho Puebla (Lola/Lowe & Partners)
Executive Creative Director: Jorge López (Lola/Lowe & Partners)
Creative Director: Francisco Cassis (Lola/Lowe & Partners)
Creative Director: Paulo Areas (Lola/Lowe & Partners)
Copywriter: Francisco Cassis (Lola/Lowe & Partners)
Art Director: Paulo Areas (Lola/Lowe & Partners)
Creative Advisor: Tura (Lola/Lowe & Partners)
Production Director: Hector Palacio (Lola/Lowe & Partners)
Production Agency: Marie Gilot (Lola/Lowe & Partners)
: Jorge Crooke (Estudios Luna)
: Enrique Gomez (Cicisl)
Media placement: Direct Marketing - Direct Marketing - April 2011

Describe the objective of the promotion.
Monkey Week is the biggest independent music festival in Spain.
And what makes it so special?
That it happens in bars around the city, not on big stages.

We needed to communicate this unique feature to potential sponsors, partners and media.

Describe how the promotion developed from concept to implementation.
We decided not to do advertising, but to launch a beer brand: Monkey Beer.

6 different beers inspired by some of the most amazing stories in music history.

Each beer had a unique design and was delivered with the other five in a limited edition six-pack.

Explain why the method of promotion was most relevant to the product or service.
A dark beer inspired by the mourning clothes Johnny Cash invariably wore on stage all his life.
A bitter beer inspired by the bitterest moment in grunge history: Kurt Cobain’s suicide.
A blonde lager beer inspired by one of the most irresistible blondes ever, Pattie Boyd (at least for George Harrison and Eric Clapton).
A toasted beer inspired by the burning Montreux casino that originated Smoke on the water.
A non-alcoholic beer inspired by all of the beers Amy shouldn’t have drunk in her life.
And the most popular beer in the world, the Lager, inspired by the most popular song in history, Thriller.

Describe the success of the promotion with both client and consumer including some quantifiable results.
49 out of the 50 prospects we reached called back.
2 mayor beer brands want to sponsor such a “unique music festival”.
Most of the music media talked about the beer and three major players already confirmed a partnership with us for this year.