Amstel Xè Quin Barri|海报/平面|广告营销案例【ADGuider广告指南】

Amstel xequin Barri

案例简介：Serviceplan西班牙和阿姆斯特尔与艺术家和插画家合作创作x è QUIN BARRI!Amstel的活动设计和插图是阿姆斯特尔纪念巴伦西亚街区活动的关键马德里，2019 年 11 月 20 日-Amstel和Serviceplan Spain委托当代西班牙艺术家和设计师为巴伦西亚啤酒制作独特的标签。共有 600万瓶带有特别设计的艺术家标签的瓶子分布在整个地区。竞选标题 “x è quin barri!” (“哇，多好的地方啊!”) 提到巴伦西亚最具特色的说法之一，它可以表达情感、快乐和惊喜。位于巴伦西亚的 19 位艺术家创作了代表城市 19 个街区的定制插图，他们每个人都为他们链接的城市设计标签。巴伦西亚的地区是Amstel Original bottle的主要特色，专为 “Amstel x è quin barri” 活动而设计，该活动鼓励人们 “喝他们的邻居”。巴伦西亚制造的啤酒瓶在标签上展示了当地艺术家创作的 19 幅插图，反映了城市的每个独特区域。该活动的创意机构是西班牙服务计划。竞选名称 “x è quin barri!” 暗示了巴伦西亚最具特色的谚语之一，它可以表达情感，喜悦和惊喜。巴伦西亚码头的文化空间Veles e Vents的Amstel Art被选中主办一个以艺术家设计标签为特色的展览: Amstel x è Quin Barri将展出至 12 月 31 日。这个空间，由阿姆斯特尔驱动，成为城市重要的文化展示空间，是新巴伦西亚的象征，由年轻人才驱动并为他们服务。特色艺术家和他们各自的巴伦西亚地区在特殊的Amstel标签上描绘的是: Virginia Lorente - El Carmen; Jorge Lawerts - Ruzafa; Grace Garcia - Extramurs; Joan quirs-Campanar; miriam Ferrer - La sa ï dia; La gr ú a工作室-Mestalla; Luis Armand-l 'olivereta; Bele é n Segarra - Patraix;Miedo 12-jes ú s; Amalia Torres - Cuatro Carrereres; Lalalimona - Camins al Grau; Deveses Graphic-algir ó s; Inma Carpena - Benimaclet; Luis Demano - Rascanya; Espinca Explosiva - Benicalap; mikko-Poblados del Norte; Mental INK - Poblados del Oeste; 和ir á n ram ó n - Poblados del Sur。每个艺术家标签背后的故事和灵感可以在网站上找到: www.amstel.es/xequinbarri 作为竞选活动的一部分，巴伦西亚人投票支持他们最喜欢的地区和品牌，获奖品牌将获得特别奖; 为附近所有人举行的盛大庆祝活动，将与整个城市分享。 https://www.youtube.com/watch?v=eEgm5KEa_wA 这一最初的活动旨在展示巴伦西亚市唯一生产的啤酒品牌与法拉斯和霍格拉斯等重要的地区活动和庆祝活动之间的紧密联系。随着瓦伦西亚成为世界设计之都 2022 的地平线，19 个 “Amstel x è quin barri” 标签由 19 位瓦伦西亚艺术家和插画家设计，他们每个人都完美地捕捉到了他们的邻居; 它的风格，它的感觉，当然还有那些使它独一无二的人; 描绘他们的灵魂，他们的家和他们的创造力。 Amstel x è quin barri!(哇，好一个地方!) 是阿姆斯特尔在西班牙服务计划的帮助下，为纪念巴伦西亚的每个地区而发起的倡议; 增长中心、人才创造者和合作推动者。品牌想要重视社区，重视他们散发出的自豪感和归属感，是什么让他们与众不同，他们成长背后的故事，还有那些为他们的进步做出贡献的个人故事。在竞选活动的所有环节都寻求当地联系-例如瓦伦西亚影响者的合作，他们拥有大量来自城市的追随者和高度的当地参与-以最大限度地提高投票。该活动还旨在直接让当地人参与进来，他们通过专门为该活动创建的网站，能够投票给他们最喜欢的品牌。该网站访问量超过 20,600 次，贝尼马克莱是该市投票最多的社区，其获胜将获得对该社区的盛大庆祝，所有城市的居民和游客都将被邀请。向选民赠送了五个特别版可收集的包装，其中包含 19 个插图Amstel瓶子。 Serviceplan西班牙提出了一个 360 ° 运动，包括主流媒体 (城市商业区数字屏幕上的广播，新闻和户外广告)，部门媒体和社交媒体的传播。沟通计划的另一个基本部分是该活动在Horeca部门的激活。为此，选举风格的海报被制作并放置在酒吧和机构中，这些酒吧和机构是阿姆斯特尔的客户，促使人们投票支持dif在城市的各个地区。作为这场运动的高潮，一个视频概念被创造出来，它总结了巴伦西亚的本质，它的街区和街道，通过展示街道远离了城市的旅游概念，只有住在巴伦西亚的人才能认出的公园和地方。展示真正的巴伦西亚，成千上万的居民享受的传统巴伦西亚。

Amstel xequin Barri

案例简介：Serviceplan Spain and Amstel Collaborate with Artists And Illustrators To Create XÈ QUIN BARRI! Campaign for Amstel Design and illustration is the key to Amstel’s campaign honouring the neighborhoods of Valencia Madrid, 20 November 2019 – Amstel and Serviceplan Spain have commissioned contemporary Spanish artists and designers to create unique labels for the Valencian beer. A total of 6 million bottles with the specially designed artist labels were distributed throughout the region. The campaign title, “Xè quin barri!” (“Wow, what a place!”) alludes to one of the most characteristic Valencia sayings which can express emotion, joy and surprise 19 artists based in Valencia created bespoke illustrations representing each of the 19 neighbourhoods of the city, each of them designing a label for the city they are linked to. Valencia’s districts are the main feature on the Amstel Original bottles created especially for the “Amstel Xè quin barri” campaign, which encourages people to “drink their neighbourhood”. The Valencia-made beer bottles show 19 illustrations created by local artists on the labels, reflecting each distinctive area of the city. The creative agency for the campaign was Serviceplan Spain. The campaign name “Xè quin barri!” alludes to one of the most characteristic Valencian sayings, which can express emotion, joy and surprise. Amstel Art at Veles e Vents, a cultural space at Valencia’s Marina, was chosen to host an exhibition featuring the artist-design labels: Amstel Xè Quin Barri is on display until the 31st December. This space, driven by Amstel, has become an important cultural exhibition space in the city and is a symbol of the new Valencia, driven by and for young talents. The featured artists and their respective Valencia regions depicted on the special Amstel labels are; Virginia Lorente - El Carmen; Jorge Lawerts - Ruzafa; Grace Garcia – Extramurs; Joan Quirós – Campanar; Miriam Ferrer - La Saïdia; La grúa studio – Mestalla; Luis Armand - L´Olivereta; Belén Segarra – Patraix; Miedo 12 – Jesús; Amalia Torres - Cuatro Carrereres; Lalalimona - Camins al Grau; Deveses Graphic – Algirós; Inma Carpena – Benimaclet; Luis Demano – Rascanya; Espinca Explosiva – Benicalap; Mikko – Poblados del Norte; Mental INK – Poblados del Oeste; and Ibán Ramón – Poblados del Sur. The stories and inspiration behind each of the artist labels can be found on the website: www.amstel.es/xequinbarri As part of the campaign, Valencians voted for their favourite district and label, with the winning label receiving a special prize; a huge celebration for all those in the neighbourhood which will be shared with the entire city. https://www.youtube.com/watch?v=eEgm5KEa_wA This original campaign aims to demonstrate the strong link between the brand, the only beer made in the city of Valencia, and important regional events and celebrations like Fallas and Hogueras. With Valencia as the World Design Capital 2022 on the horizon, the 19 “Amstel Xè quin barri” labels were designed by 19 Valencia artists and illustrators, each of whom have captured their neighbourhood perfectly; its style, its feel and of course, those who make it unique; portraying their soul, their home and their creativity. Amstel Xè quin barri! (Wow, what a place!) is the initiative that Amstel, with the help of Serviceplan Spain, has launched in order to honour each of Valencia’s districts; hubs of growth, generators of talent and enablers of collaborations. The brand wants to value the neighbourhoods, and the sense of pride and belonging they radiate, what makes them unique, the story behind their growth, but also the individual stories that have contributed towards their improvement. Local links have been sought after at all points in the campaign - for example the collaboration of Valencia influencers who have a large number of followers from the city and high local engagement - in order to maximise voting. The campaign also aimed to directly involve locals, who, via a website created especially for the campaign, were able to vote for their favourite label. There were more than 20,600 visits to the website, and Benimaclet was the most voted neighbourhood in the city, whose win will be rewarded with a huge celebration for the neighbourhood, to which all the city’s inhabitants and visitors will be invited. Five special edition collectable packs containing 19 illustrated Amstel bottles were given away to voters. Serviceplan Spain came up with a 360º campaign comprised of communication in mainstream media (radio, press and outdoor advertising on digital screens in the city’s commercial areas), sectorial media and social media. Another fundamental part of the communication plan was the campaign’s activation in the Horeca sector. For this, election-style posters were created and placed in bars and establishments, which are clients of Amstel, prompting people to vote for the different the areas in the city. And as a culmination of the campaign, a video concept was created which summarises the essence of Valencia, of its neighbourhoods and streets, which moves away from the touristic concept of the city by showing streets, parks and places that only those who live in Valencia are able to recognise. Showing the real Valencia, the traditional Valencia that thousands of inhabitants enjoy.