Lowe London has created a press and outdoor campaign for Beck’s Bier to support the launch of Beck’s Canvas – an initiative that gives contemporary artists the opportunity to have their work displayed on the beer brand’s bottle labels. The campaign, which attempts to transform the Beck’s bottle labels into works of art, is being launched in partnership with the Royal College of Art.
The print campaign shows a red spot on the Beck’s bottle to make it appear as though it has been bought at an auction. The text says: “Beck’s limited edition art bottles, now on sale.”
Earlier this year the agency created a television campaign called “Different by Choice” to support the initiative. Media planning and buying being handled by Starcom.
The imported lager has supported artistic talent since 1985 through Beck’s Fusions, the Beck’s Futures Awards and sponsorship of contemporary artists including Gilbert & George, Damien Hirst and Tracey Emin.