Beck’s Vier was my first campaign as a junior copywriter, so it will always have a special place in my portfolio.
It was a challenging brief, as Beck’s wanted to highlight the beer’s 4% alcohol content. Of course, there are strict restrictions around alcohol advertising: the alcohol couldn’t be glamourised, yet that was the brand’s key message. (There was indeed some debate as to whether flip-flops are more glamorous than wellies. Personally, I think wellies are far more glamorous!)
I initially built the layouts by hand from cut-out artwork, and seeing them grow into a national campaign that was then shortlisted at Cannes Lions for Art Direction, was an incredible experience for a junior copywriter. It was an early lesson that simple, well-crafted ideas and most importantly perseverance pays off.
Campaign OOH
