Zlatý klinec is the most prestigious competition of commercials in Slovakia and last year Becherovka happened to be awarded and to top it all two times.
Zlatý klinec is the most prestigious competition of commercials in Slovakia and last year Becherovka happened to be awarded and to top it all two times. The unusual concept of the Becher Artist’s Workshop where three talented illustrators turned photographs into drawings catching moments of joy. Becherovka received a silver medal in the category „Interactive & Online“and a bronze in the category „Media“
The authentic Becher Artist’s Workshop came into being in conjunction with the headline of the spot „More passion brings you more joy“where the young Jan Becher driven by passion and enthusiasm works wonders on a painter’s canvass which gave birth to the currently easily recognizable iconic Becherovka bottle. „We decided to immortalize the joy and enthusiasm of our fans by the online Becher Artist’s Workshop making unique moments of joy, caught on camera, memorable,“ Zuzana Benková, Becherovka’s Brand Manager added. Every single day three illustrators went all out to turn 30 photos into drawings embedding the symbol of Becherovka that turned out legendary these days, in every one of them.
The campaign undoubtedly gained undivided popularity. Every evening around midnight hundreds of fans waited impatiently to be the ones to manage to upload their photo first to the webpage of the Becher Artist’s Workshop. Those, lucky enough do so among the first ones and others whose photos got picked by the illustrators, could consider themselves fortunate and have fun seeing their original photos. These little pieces of art were shared on social media with so much enthusiasm with creative hashtags or they were used to complement their profiles on Facebook. The remade drawings even made it to real exhibitions.
All aspects of the campaign including the creative design, production and launching as well as the whole concept for the Becherovka brand have been created and implemented by the Agency TRIAD Advertising. „We are extremely glad that the success of our campaign has been appreciated by en expert jury, too. The Becher Artist’s Workshop is a part of our strategy to rejuvenate the Becherovka Brand which is a merger of modern and classical and that is what Becher Artist’s Workshop really excelled at, “Z. Benková added.