Picture the year 1856. Sigmund Freud enters the world, destined to explore the deepest recesses of the human psyche. In that same year, Bock beer is born—dark, rich, and full of character. Coincidence? We think not.
Freud and Bock: Two Sides of Darkness
While Freud dedicated his life to analyzing what people do in the dark, uncovering hidden desires and suppressed emotions, we believe that the best nocturnal activity is savoring a Bock beer, enjoying the moment without overanalysis. After all, the difference between Freud and Bock is that after a Bock, there’s pure joy.
Animating the Story
To tell this playful tale, we created an animation that humorously intertwines these two narratives. Collaborating with the talented team at Televisor, we brought our vision to life, demonstrating that the history of beer can be as fascinating as the analysis of dreams.
Why It Worked
In an era before craft beers became the talk of the town, Żywiec Bock stood out with its depth and character. Our campaign aimed to highlight this uniqueness, blending historical references with a lighthearted approach. This resonated with consumers seeking more than just another pale lager.
Conclusion
This campaign is proof that sometimes, it’s worth delving into the darkness to find the light of creativity. And if you can enjoy a good beer and have a laugh at Freud’s expense along the way, all the better.
Credits:
Story & Film / Animation Directing: Danuta Nierada and Marcin “Karlos” Karłowski
Animation & Postproduction: Televisor Studio