THE GREEN BOX PROJECT by Mother London for Beck's

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THE GREEN BOX PROJECT

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Industry Beers and Ciders
Media Film
Market United Kingdom
Agency Mother London
Creative Director Mark Waites, Gustavo Sousa, Stephen Butler
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Other Digital Media in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BECK'S
Agency: MOTHER London, UNITED KINGDOM
Advertiser ANHEUSER-BUSCH INBEV
Product BECK'S
Entrant MOTHER London, UNITED KINGDOM
Type of Entry: Use of Promo & Activation
Category: Best Use of Other Digital Media in a Promotional Campaign
Title: THE GREEN BOX PROJECT
Advertiser/Client: ANHEUSER-BUSCH INBEV
Product/Service: BECK'S
Entrant Company: MOTHER London, UNITED KINGDOM
DM/Advertising Agency: MOTHER London, UNITED KINGDOM

Creative Director: Mark Waites (Mother)
Creative Director: Stephen Butler (Mother)
Art Director/Copywriter: Ana Balarin (Mother)
Art Director/Copywriter: Hermeti Balarin (Mother)
Art Director/Copywriter: Jason Bottenus (Mother)
Art Director/Copywriter: Ed Warren (Mother)
Planner: Matt Hardisty (Mother)
Planner: Katie Mackay (Mother)
Digital Producer: Joris Pol (Mediamonks)
Digital Producer: Tobias Gefken (Motim Technologies)
Experiential Developers: (Jason Bruges Studio)

Describe the brief from the client
Through initiatives such as Art Labels and Beck’s Futures, Beck’s has been fostering and showcasing new talent in the UK for the past 25 years. But at a global level, awareness of the brand’s links with the art scene was low. For 2011, Beck’s’ objective was to make this history of supporting independent thinking relevant and meaningful for its consumers, whilst establishing Beck’s as the premium beer of choice for the independent-minded individual.




Describe the creative solution to the brief/objective.



The aim of the project was to continue Beck's’ legacy of supporting independent thinking at a time when art funds were being cut across the globe. The challenge was how to showcase the resulting projects in an accessible and relevant way. A virtual gallery was the answer: in collaboration with product designers and digital technologists we arrived at a 2x2m cube capable of triggering an augmented reality experience when exposed to a smartphone app. 30 artists were selected to kick off the project. Each produced a bespoke art-piece exhibited in Green Boxes installed in locations across America and Europe.




Describe the results in as much detail as possible.



Overall there was an increase in brand equity as well as an increase in perception of Beck’s as a trendsetting, innovative and progressive brand. Within the local areas where Green Boxes were placed, there were significant uplifts in brand awareness scores –particularly in the US where this had been a key challenge. There was also significant growth of Future Consideration scores amongst consumers that had been exposed to the campaign. Film content on the branded Vimeo channel was viewed in excess of 1,000 times a day. An increase of 25% more Facebook fans following the campaign.




The target audience’s media consumption was on-demand, with high web and smartphone usage. The challenge was to deliver a trans-media idea that would excite and connect with them in novel, innovative ways. The solution: the Green Box Project, a global cultural initiative that will fund hundreds of art, design, fashion and music projects over several years, all to be showcased in the world’s first networked augmented reality gallery. Each bespoke art piece is experienced via a mobile app – the Beck’s Key App – which is activated when held against a 2x2m physical Green Box.