A taste less ordinary 3 by BBH London for Zagorka

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A taste less ordinary 3

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market United Kingdom
Agency BBH London
Photographer Jean Yves Lemoigne
Production Still Productions
Released April 2013

Credits & Description

BBH London has launched a brave new positioning for Zagorka, the premium Bulgarian beer owned by Heineken, with a campaign that aims to disrupt the traditional local media landscape.
The bold new campaign includes a series of seven TV adverts which show a sequence of increasingly bizarre events occurring in a bar featuring two regulars. 
Zagorka is Bulgaria’s most historic beer and a great source of national pride. However, in recent years, with an influx of foreign brands, and a fall of national pride, Zagorka has unfortunately lost some of its magic, becoming increasingly seen part of Bulgaria's past. BBH was tasked with getting young Bulgarians to re-engage with their nation’s beer, to remind and reaffirm to them that Zagorka has more to it, in its story and its taste.
The resulting campaign, ‘A taste less ordinary’, reframes Zagorka as the antithesis of the mundane, based on the product truth of Zagorka’s superior quality in it’s local market. The strategy aims to disrupt the traditional local media landscape, surprising and entertaining the audience with something unfamiliar.
Created by BBH London, the bold new campaign includes a series of seven TV adverts shot by acclaimed director Augusto Zapiola. Filmed in Buenos Aires last month, they show a sequence of increasingly bizarre events occurring in a bar featuring two regulars.
The films are accompanied by outdoor print executions shot by the legendary Jean-Yves Lemoigne. The stunning print work captures a range of unusual characters hesitant to open their bottle of Zagorka, in case the unpredictable should happen.
Client name and title: Rumen Kolev, Marketing Manager
Media: Print
Category: Alcoholic Drinks
Advertising Agency: BBH, London, UK
BBH Creative Team: Daniel Schaefer & Szymon Rose
BBH Creative Director: Pablo Marques
BBH Strategic Business Lead: Keir Mather
BBH Strategy Director: Ed Booty
BBH Strategist: Michelle Gilson
BBH Team Director: Jennifer Omran
Print credits:
BBH Creative Team: Daniel Schaefer & Szymon Rose
BBH Creative Director: Pablo Marques
BBH Producer: Andy Maw/Helen Johnston/Andrea Kenyon
Photographer: Jean-Yves Lemoigne
Production: Still Productions