Ambev Brewery's visually perplexing campaign spotlights subtly revamped beer names. Designed in collaboration with ad agency SunsetDDB, the Brazilian-based brewing company hopes to highlight the inebriating effects of drinking. The campaign boasts subtly misspelled beer names — 'Sltela Atrios,' 'Bwedusier,' 'Cronoa.' The incorrect spelling is plastered across posters with hyper-realistic bottles.
In addition, the beer labels themselves have committed to participating in the awareness-raising activation as they temporarily switched their labels to reflect the misspelled version. The aim of the campaign was not revealed to drinkers until the day after. This is a particularly powerful activation as it borders very closely on reality and plays with the human perception, accurately reflecting how "a person might see when intoxicated" and why it is not safe to drive, for example.
Disorienting Awareness Campaigns
Ambev Brewery Tweaks Beer Names to Highlight Effects of Drinking
Trend Themes
1. Visually Perplexing Campaigns - Designing awareness campaigns that use visual tricks and misspelled names to highlight the effects of drinking can capture attention and convey a powerful message.
2. Hyper-realistic Advertising - Utilizing hyper-realistic imagery in advertising campaigns can create a strong impact and effectively communicate a specific message.
3. Reality-based Activations - Creating activations that blur the line between reality and perception can engage audiences on a deeper level and enhance the effectiveness of awareness campaigns.
Industry Implications
1. Advertising - Incorporating visually perplexing techniques and hyper-realistic imagery into advertising campaigns can revolutionize the way companies capture attention and deliver messages.
2. Beverage - By leveraging creative marketing strategies like changing beer names and labels, beverage companies can promote responsible drinking habits and raise awareness about the effects of alcohol consumption.
3. Design - Incorporating elements of perceptual illusions and hyper-realism in design can create captivating visuals that grab attention and convey meaningful messages in various industries.