Creative Work of the Week: Beck's makes it 'legendary' to target young urban beer drinkers

Creative Work of the Week: Beck's

Beck’s has championed the Creative Works with its new ‘you make it legendary’ proposition winning the European Creative Work of the Week title.

Created by Serviceplan Campaign International, the cross-media campaign is about the uniqueness of each moment, which can only become legendary though the actions of the individual. Set to a soundtrack of US band Welshy Arms’ ‘Legendary,’ the TV spot – which is on air now – is aimed at young urban beer drinkers.

Digital formats have also been created with this target market in mind with point-of-sale and other marketing planned for this summer’s festival season.

The aim of the campaign is to promote the brand’s overriding idea of ‘freedom’.

To vote for next week’s Creative Work of the Week winner check out this week’s latest Creative Works round-up. You can submit work for consideration here.

Keep up to date with the latest advertising, design and creative projects from around the globe by visiting The Drum’s Creative Works homepage.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian