One of the challenges under the Unlock your future platform designed for Beck’s in Romania was to infiltrate the brand among students, one of the most ignored segments in Romania.
We acknowledged their awkwardness and lack of know-hows: how do I talk to this girl, what do I do with my hands whilst dancing, where should I file this… How could Beck’s encourage students to rise above their fear of ridicule and express themselves freely?
Answer: DANCING. The liberating dance.
