The BEER Campaign
That Branded Berlin
Client: Berliner Pilsner Role: Art Direction Agency: Dorland Agency GmbH
How do you make a beer brand truly part of Berlin? Simple: you turn it into a Anthem for the city.
We wanted Berliner Pilsner to be more than just a drink – it should feel like Berlin itself. So we asked: what unites this city? The answer was obvious – music. Together with Kaiserbase, we created “Berlin, du bist so wunderbar” and made it the heart of our campaign. The song wasn’t just background noise – it was everywhere: on TV, in Cinemas, in bars, at events, and echoing through the streets.
After creating the city’s soundtrack with “Berlin, du bist so wunderbar”, we asked ourselves: why stop there? If you’re part of Berlin’s heartbeat, you don’t just join the conversation – you shape it. So we launched Berlin Music TV dedicated to the city’s sound, complete with its own award.
A STAGE FOR BERLIN’S
MUSIC CULTURE
LIVE CONCERTS
We gave artists a stage to express and present their music. The concerts were held in different locations.
MUSIC HUB ON YOUTUBE
Via BerlinmusicTV on YouTube, music enthusiasts were able to watch the latest concerts, musician interviews and much more.
ANNUAL MUSIC AWARD
The annual Berliner Music Award gave the very best musicians the chance to stand out in a music competition.