The Brand: Super Bock, a Portuguese beer brand.

The Campaign: New Years Campaign.

Brand Challenge: To have a campaign with could make the brand relevant in the last weeks of the year, a moment filled with high media investments and brands competing to gain awareness and consideration from Portuguese consumers.

Strategic Approach: This is a good example of a campaign that was originated by the approach of  the Strategic Planning department. In the last years the brand had developed new year campaigns with typical ads reinforcing its positioning as the "brand who promotes friendships". Regardless of their tone and style, last years low budget ads couldn't compete with the big budget films that usually take over the Christmas/New Year season. This year we wanted to be different and establish a communication angle that could work not only for 2017, but also to the following years. The best benchmark? Forget Heineken, Bud Light or Carlsberg. They are some of the best Beer brands, but completely irrelevant in the New Year festivities.

When the year is ending and a new one is starting, people rush to Google, Youtube, and Facebook, and see the year in review. They want to see what people searched the most, what people watched the most, and what their friends shared the most. How to use this logic for Super Bock? Everybody spend the year having a cold one with their friends and family, and when they do it, they usually share those moments. There are over 120k posts on Instagram with the hashtag superbock, so why not take advantage of it and create a campaign based on user generated content?

People spend the year with Super Bock. December is the time to make a flashback of the best moments of the year with #superbock.

Creative Concept: The Super Bock year in review.

Credits

CEO: Pedro Graça
Creative Lead: Paulo Pinto
Account Manager: Tita Martins
Design Lead: Alexandre Mendes
Head of Strategy: Fábio Silveira
Strategic Planner: Telmo Esteves