Beck´s and BBDO Proximity Launch New Campaign in Germany with First Spot: "Your Way"

Beck's is the first client to be won by Düsseldorf-based BBDO Proximity, headed by creative director Wolfgang Schneider. Today,  their first campaign for the brand will breal and it will involve the consumer in a more communicative way than ever before. "Follow your inner compass," is the new claim and replaces "The Beck's Experience" created by their previous agency, McCann (who have had the account since 2004). Based on the theme "Independent Thinking", BBDO Proximity and the brewery wish to maintain their loyal "trend-setting" comsumer base and to position Beck's as a progressive brand.

The daughter of the brewing giant InBev AB, Beck's has, in recent years, built an image around better values than the competition: 

"We continue to focus on the values ​​of freedom and independence and encourage our audience to go their own way and thereby take control into their own hands," says marketing director Fabienne Rollot. For the first TV spot, "Your Way", BBDO Proximity tapped director BARNEY COKELISS and Hamburg Production Company BAKERY FILMS (post-production: nhb studios, Düsseldorf), to show young people in an urban environment as well as the familiar green Beck's sailing ship - as a link between real life and the traditional world of brands, says Rollot. The ship is not that relevant internationally but for the Germans is still "extremely important".

CLICK HERE TO WATCH THE SPOT:  http://bit.ly/JoyXT9