The Weltenburger Kloster Beer Ads Compromise Historic Characters
Alexander Lam — July 11, 2013 — Marketing
References: weltenburger.de & adsoftheworld
A series of hilarious ads from German beer brand Weltenburger Kloster entitled 'Beer-ism' depict modern situations in a medieval setting. Designed to emphasize the brand's storied history, each print ad shows a different relatable scenario. Modern narratives that arise from alcohol are transported back in time for warriors, aristocrats and knights.
Each illustration was made to look like an old oil painting to enhance the ancient effect. Accompanying the comedic ads is the text "Beer-sim since 1050."
The Beer-ism campaign was designed and executed by ad agency Y&R Brazil. Y&R created the promotion in order to make Weltenburger Kloster's background as the oldest monastery brewery in the world relatable to a Brazilian market. By showing historic characters in modern situations, the ads place the brand's history under a modern lens.
Each illustration was made to look like an old oil painting to enhance the ancient effect. Accompanying the comedic ads is the text "Beer-sim since 1050."
The Beer-ism campaign was designed and executed by ad agency Y&R Brazil. Y&R created the promotion in order to make Weltenburger Kloster's background as the oldest monastery brewery in the world relatable to a Brazilian market. By showing historic characters in modern situations, the ads place the brand's history under a modern lens.
Trend Themes
1. Historic Storytelling - Opportunity to use humor and relatable scenarios to bring historical narratives to life in advertising campaigns.
2. Ancient Aesthetics - Disruptive innovation opportunity to incorporate old oil painting styles into contemporary designs for a unique visual appeal.
3. Modernizing Tradition - Potential for businesses to bridge the gap between ancient traditions and modern sensibilities through creative marketing approaches.
Industry Implications
1. Beer Advertising - Opportunity for beer brands to engage consumers by combining their historical roots with modern storytelling techniques.
2. Advertising Agencies - Potential for ad agencies to create impactful campaigns by reimagining historical themes in a relatable and humorous manner.
3. Art and Design - Disruptive innovation potential for artists and designers to incorporate ancient aesthetics into contemporary visual creations.
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