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BTI: Bavaria & Albert West
The new Bavaria commercial by KesselsKramer launches a new Bavaria bottle and a new Albert West. What's behind the idea?
 Creative team: Hello, my name is Pim Gerrits. I am a copywriter at KesselsKramer. Creative director Erik Kessels, strategists Matthijs de Jongh, Didi Sutisna, producer Jacqueline Kouwenberg and I did this project together with Peer Swinkels and Frenkel Denie from Bavaria. Jonathan Herman (Bonkers) directed the commercial and the music video. And the famous Dutch singer Albert West made it all possible.  Campaign: The Bavaria beer-campaign started last year. In all media. For this introduction of the new lightweight bottle we produced a tv-commercial, a record, a music video, a concert tour, posters, radiocommercials and the internet-site www.bavaria.nl.   Idea: Bavaria has a new, hip and cool packaging for their beer. Famous dutch singer Albert West has a new, hip and cool version of his classic hit "Amarillo". (A famous Dutch DJ made a "2005 Remix" of the song.) Albert West is a veteran artist with over 40 years of experience. To use him as a means to reach a younger audience for Bavaria is not without a little irony. This sort of subtle humour is always combined with down-to-earth realism in the Bavaria-campaign. Albert liked the idea. He can laugh at himself. That is what makes Albert such a nice guy. AMARILLO REMIX 2005: featuring Albert West. Where: In january 2005 we visited a Dutch small town named Best. One of the exits on the highway next to this town says 'Best West'. At that exit we got the idea of Albert West performing in Amsterdam West, Rotterdam West, Utrecht West, Leiden West, Hengelo West, etc. We realized everybody likes Albert. All we had to do was to re-introduce him to a new audience. A sympathetic gesture. Made by Bavaria. And there we had it.  Satisfied: We have not yet completed all the work on this campaign, so it would be a bit presumptuous to get ahead of ourselves. Uptil now, it feels good though. The combination of Bavaria, a famous DJ, Albert West, summer and the new bottle works really well.   Comment: At the start of the KesselsKramer-campaign for Bavaria last year, the beer was not available throughout the entire country. Now Bavaria is all over The Netherlands. Bavaria even took over Heineken's exclusive deal with all Dutch railway-stations. KesselsKramer and Bavaria now enter a new phase in the campaign. We do not only want to beat Heineken at the stations, we want to go all the way. And since Bavaria actually tastes better anyway, we have high hopes. |
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posted by BlogFonk: Wednesday, June 15, 2005 [#] Erms Suripatty