# Active Beer Bear Ads The Lacplesis Dzyvs Discover Real Life Campaign is Adventurous and Surreal By Meghan Young | Published 2012-04-11 | Updated 2012-04-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lacplesis-dzyvs-discover-real-life References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/04/lacplesis-discover-real-life/) & [mccannworldgroup](http://www.mccannworldgroup.com/) 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](https://www.trendhunter.com/trends/always-a-smooth-catch), 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](https://www.trendhunter.com/trends/a-lovely-day). It also encourages beer drinkers to lead [more active lifestyles](https://www.trendhunter.com/trends/craft-sportswear-brand-film). ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 83% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Bear-themed Advertising:** Opportunity to create innovative ad campaigns that use unconventional imagery, such as bears, to capture consumer attention. - **Promoting Active Lifestyles:** Entrepreneurial chance to develop products or services that align with the growing demand for active and healthy lifestyles. - **Unpasteurized Beer:** Potential for disruption in the brewing industry by offering unpasteurized beer that appeals to consumers seeking fresh and unique flavors. ### Industries Being Reshaped - **Advertising:** Opportunity for advertising agencies to explore creative approaches that involve unconventional themes and storytelling techniques. - **Sports and Outdoor Recreation:** Potential for businesses operating in the sports and outdoor recreation industry to tap into the growing market of consumers seeking active lifestyles. - **Craft Beer Brewing:** Innovation opportunity for craft breweries to differentiate themselves by offering unpasteurized beer with distinct flavors and a focus on freshness. ## Related on Trend Hunter - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Fight-Themed Whiskey Campaigns](https://www.trendhunter.com/trends/bear-fight-whiskey-ad.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Lager Popsicle Initiatives](https://www.trendhunter.com/trends/lager-popsicle.md) - [Origin Story Ads](https://www.trendhunter.com/trends/find-your-own-way.md) - [Hilarious Female-Supporting Beer Ads](https://www.trendhunter.com/trends/beaver-water.md) - [Refreshingly Bold Beer Campaigns](https://www.trendhunter.com/trends/all-day-ipa.md) - [Island-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/liquid-aloha.md) - [Self-Discovery Soda Ads](https://www.trendhunter.com/trends/pepsi-the-choice.md)