At first glance, the Lacplesis Dzyvs Discover Real Life ad campaign may have people scratching their heads in puzzlement. What does a bear have to do with beer? And why is that bear biking, surfing and skiing? First of all, the brand name, Lacplesis, means 'bear slayer' in Latvian. Secondly, the beverage itself is unpasteurized, fresh beer, which allows people to enjoy a more active lifestyle.
Created by Vilnius-based ad agency Astos Dizainas McCann Erickson, the Lacplesis Dzyvs Discover Real Life ad campaign was art directed by Ernesta Valantiejute with creative direction by Jonas Valatkevicius. A simple campaign in general, it appeals to adventurists and beer lovers alike. It also encourages beer drinkers to lead more active lifestyles.