Velkopopovicky Kozel Print Mixed Beer Effect by Bootleg (BBDO Russia Group)

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Mixed Beer Effect

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Russia
Agency Bootleg (BBDO Russia Group)
Creative Director Alёsha Starodubov
Junior Art Director Arsen Mollakaev
Senior Copywriter Nikita Nikiforov
Junior Copywriter Alexey Kalyan
Released September 2016

Awards

ADCR Awards 2017
Print & Outdoor Poster Advertising Bronze

Credits & Description

Media: Print
Category: Drinks, alcoholic
Client: Kozel
Agency: Bootleg Moscow part of BBDO Russia Group
Country: Russia
Creative Director: Alёsha Starodubov
Senior Copywriter: Nikita Nikiforov
Jr. Art Director: Arsen Mollakaev
Jr. Copywriter: Alexey Kalyan
Account Director: Vladimir Pervozvansky
Olesya Paskhina — Account Manager
Boris Sorokin — Business Development Director
Ekaterina Garina — Corporate Project Manager
Ekaterina Shenets — Managing Director
Synopsis:
Czech beer brand “Kozel” together with Bootleg (part of BBDO Russia Group) advertising agency introduces “mixed” beer for a new advertising campaign for the Russian market. Mixing lager beer with porter is an old Czech tradition and a not so common way of drinking for Russian consumers. Drinking two sorts of beer together is not about complicated esthetic process but more about having fun. To demonstrate this way of drinking vividly in OOH & Press, Bootleg used diplopia (double vision) effect, which could be easily achieved just by crossing your eyes. Two Kozel beer cups on the poster are placed symmetrically under the headline: “Try it mixed”. If you cross your eyes, two beer cups will start moving towards each other and meet at one point — lager cup will overlap the porter cup and the third “mixed cup” will appear. This way people are not just informed about mixed way of drinking beer, but could immediately feel it’s mixing effect.
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.