Soproni Perfect Draught

In July 2010, Soproni beer came up with a surprising idea. Their out-of-home media mix was made of 1 700 billboards and city lights all over the country. The brief was to get as close as possible to the 500 pubs and bars participating in the promo, using 500 different poster mutations. This way, consumers were addressed by local bartenders they probably met in person. Organization and coordination required an unprecedented precision from all staff working on this campaign. The idea also won international rewards, e.g. the Silver Lion prize at the 2011 Cannes Lions International Festival of Creativity.

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