Title: Holsten Pils
Author: Andy Lear
Creative Director: Trevor Beattie
Art Director: Brian Campbell
Copywriter: Ben Priest
Client: Holsten UK
Product: Holsten Pils
Media was as important as creative in this campaign, and there was as
much excitement about it from a media perspective as from a creative
one. "Comparison" became the media property for this campaign as Pils
became linked to existing conversations. Every time men had
conversations that compared things, they'd be reinforcing the Pils
message. TV was still needed, but it focused on establishing the
message, then withdrawing it and moving to unconventional media.
Recruiting men as mouthpieces became the media strategy.