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Category
Magazine / Full Page or Spread - Campaign
Annual ID
11153A
About the Work
Recently, something fundamental has shifted in Australian society: men have become far more interested in their image. But while superficiality engulfs them, there?s still a desire to be authentic.
VB?s always been an honest brand? the REAL beer. And for guys who?ve strayed too far from their real selves VB?s the perfect way back, as we ask men to look at themselves & ask ?Have I gone too far??
We needed to talk to these guys in places where they were being their most superficial. We deliberately booked space in the most ?un-beer-like? publications ? including women?s magazines ? with subtle, editorial style ads. Not overly branded, not heavy handed messages ? just a gentle reminder that they needed to get back to reality.
VB?s always been an honest brand? the REAL beer. And for guys who?ve strayed too far from their real selves VB?s the perfect way back, as we ask men to look at themselves & ask ?Have I gone too far??
We needed to talk to these guys in places where they were being their most superficial. We deliberately booked space in the most ?un-beer-like? publications ? including women?s magazines ? with subtle, editorial style ads. Not overly branded, not heavy handed messages ? just a gentle reminder that they needed to get back to reality.
2011 Awards
Total Points: 5
Merit
Credits
Art Director
Marcus Johnston
Creative Director
Duncan Marshall
Cam Blackley
Matty Burton
Photographer
Ingvar Kenne
Writer
Omid Amidi
Paz Molina
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