Anheuser-Busch InBev (Beck's): advert-top-1 by Serviceplan Campaign International

Beck's is launching a campaign on 8 May calling on people to take initiative and make every moment exceptional. The new claim "You make it legendary" is at the heart of a cross-media campaign encompassing TV and cinema spots, activities online and at festivals and POS marketing. As the agency partner, Serviceplan Campaign International has presided since the beginning of the year over the established beer brand's advertising budget which is provided by Anheuser-Busch InBev. The campaign represents their first collaboration.

Following a successful pitch at the beginning of the year, it has been developed and realised by Serviceplan Campaign International in the House of Communication in Hamburg. The aim of the cross-media concept is the contemporary development of the brand image with a new interpretation of the overriding idea of "freedom".

The compellingly emotive campaign is about the uniqueness of each moment, which can only become legendary through the actions of the individual. Beck's is promoted in this context as the ideal accompaniment which will make the experience perfect. The core statement of the campaign is underlined by the song "Legendary" by the US rock and blues band Welshly Arms. The heavily symbolic and also legendary Beck's ship, the Alexander von Humboldt, puts in a guest appearance without which the spot would not be complete.

The spot, which can now be seen on TV, is directed at young urban beer drinkers with a thirst for discovery. Digital formats realised specifically with this target group in mind along with point-of-sale and other marketing will be used at the bigger festivals. Another attention-grabbing element of the campaign is the large inflatable at the Beck's brewery in Bremen.