Client
Molson Coors Bergenbier
Role
Creative Direction
Agency
Cohn & Jansen JWT Romania
Year
2020 - 2021
The Mountain Philosophy

In 2020, a famous Romanian beer - Bergenbier - returned to its core values: Mountain (from the label) and Friendship. They needed a new, simpler and more authentic communication platform to celebrate the beauty of life.
We tend to believe that happiness can only be achieved through struggle and hard work, but happiness does not have to be that difficult. Sometimes it's enough to change your perspective, just calm down and realise that what makes you happy could be already around you.
This is the first thought of the new Bergenbier platform - Mountain Philosophy.
UEFA 2021 Promo TVC
Was it or
was it not?

Because the second word in Bergenbier language is "Football" and 2021 UEFA Championship took place partially in Romania, the Bergenbier team asked us to speak 'Football' again. But because this time Bergenbier had nothing to do with the Romanian National Team as usual, we had to find a way to talk about football as impartially as possible.

So let's talk about football from the perspective of the spectators. That's how we know, if on the field -  the sport is really football, in front of the TV - the sport is the commentary of football. Of course, along with most famous football commentators in Romania - Ovidiu Ioanitoaia and a legendary Romanian UEFA referee, Ion Craciunescu.
Promotion TVC
See You at 'Lucina'!

In the first part of the Covid lockdown period, beer consumption decreased dramtically due to the closure of clubs and restaurants. But even if the cityes were 'closed', the friends could still meet for a beer in open spaces. Because Bergenbier's heart is the mountain itself, we decided to remind everyone that the mountains are still safe, and happy to open their hearts to the groups of friends who cannot longer meet in the city.
Post Promotion Digital Short
For Social Media Shorts, we kept the 'meeting online' concept. First you meet your friends online, like in the TVC, then you meet them for real, in the mountains.
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