Zywiec by Heineken

Seriously Good Beer

Polish beer isn't a category Americans were lining up for, and Zywiec had almost no budget to change that. Most agencies would have tried to "premiumize" the brand to hide its roots. We did the opposite. I led a lean team to build a platform that leaned into every stereotype, hook, line, and pint. We stopped trying to fit in and started owning the "outsider" status with a simple, smart creative hook.

​

I gathered a small team of friends, and in a few hours, we came up with this simple, smart, creative platform concept. We weren't going to walk away from stereotypes. We were going to own them, hook, line and pint. This 2-commercial campaign caught so much traction that they pulled it from the air. What? About eight months later, the Heineken masterbrand released the same campaign with a horse walking into a bar, etc., etc. 

​​