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'Rock am Ring’ Festival Activation

2012/2013

Objective

Through thorough analysis and observation, I noticed that festival-goers cherished and collected memorabilia, including wristbands from each year. I aimed to create something that met their needs—functional yet aesthetically pleasing and authentic.

Description

The solution was a sleek, matte black beer can adorned with the ROCK AM RING logo and the festival lineup on the back, presented in a balanced and aesthetically pleasing manner with a clear indication of the year.

Challenge

Sponsorships and their corresponding activations often fall short of expectations or are mismanaged. During my tenure at Warsteiner, we were a primary sponsor of ROCK AM RING, one of the largest festivals featuring artists from around the world and attracting over 260,000 visitors. Despite years of sponsorship, Warsteiner struggled to increase its awareness, desirability, and sales linked to the festival. I was tasked with transforming this situation.

Results

This initiative addressed every key performance indicator we had been struggling with. The cans sold out before the festival even began and became coveted collectibles, generating massive demand even post-festival. To maintain exclusivity, we did not reproduce the cans, making them a prized possession for those who attended.

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Building on this success, we adopted this brand-driven, functional packaging approach for all subsequent festivals we partnered with, offering various sizes to cater to different preferences and subsequently adding more mechanisms such as a QR code game that led to 'money can't buy' prizes, such as meetings with performing artists behind the stage or the Warsteiner Festival Tent or even unique trade marketing initiatives with partners in wholesale. 

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Fans, in particular, treasured these cans, with many selling them on secondary markets. This innovative idea has since been emulated by others, but we were the pioneers. Until today, this mechanic continues to be used by the brand, sustaining its relevance and desirability among consumers.

Role: Brand and Creative Director of Warsteiner

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Sensory Voyage 2.0

Chinese New Year Collaboration

Brand Liquid Design

We extended the main campaign, 'Best Nights,' to emphasize that the quality of our best moments is directly linked to how we stimulate our senses. We collaborated with renowned global brands to create highly limited and desirable products. These were distributed to key individuals within Jägermeister’s network and extended to influencers in new categories.
Reposition Jägermeister to top-of-mind awareness. Enhance the depth and meaning of the campaign. Centralize global initiatives to optimize campaign efficiency globally with synchronized initiatives and timings.

Sensory Voyage 1.0

NMD

Japan Collaborations

STANDART.SPACE

Pharrell Williams Tennis HU & Stan Smith

ARKYN

Classics Always On Campaign

adicolor Activation

Skateboarding Movie ‘Splits’

Away Days Japan Tour

KOSATEN

Yeezy by Kanye West

Klitschko Partnership

Instagram: Tokyo

The adidas Originals "Superstar Playground" theme party was spectacularly launched in a warehouse in the Tokyo Bay Area. This event, part of a global campaign for Adidas SUPERSTAR sneakers, featured Pharrell Williams and AMBUSH® founder YOON, who invited numerous guests, fans, and media to participate. The event included a discussion on creativity and art with Mr., one of the designers of the Supershell joint series. Attendees were treated to an exhibition of all Supershell shoes and Tokyo City Superstar-themed murals. The atmosphere was electrified by dynamic music from DJ Daruma and Lucas Valentine. Pharrell, in alignment with the global campaign, nominated five emerging artists whose pursuit of creativity inspires him: Pusha T, VJ Mian, Grigoriy Dobrygin, Smithe, and YOON as his Original Superstars. These five will continue the "Pay it Forward" initiative by nominating their own creative SUPERSTARS in the coming weeks.
To continuously tell the story and activate around one of adidas' most iconic silhouettes, the Superstar. Through a global campaign, we aimed to present our unique perspective on this legendary shoe. This initiative featured a special collaboration with Pharrell Williams as the leading designer and curator. The Shelltoe has become an iconic feature of adidas footwear over the years, maintaining its popularity season after season. Pharrell collaborated with several of his favorite artists worldwide to transform the Shelltoe into the Supershell for the first time. This collaboration included work with renowned architect Zaha Hadid, contemporary artists Mr. (Japan) and Todd James (USA), resulting in the “Artwork Collection” and the “Sculpted Collection.” These collections featured limited-edition designs, including artworks by Todd, Mr., and Pharrell himself, with the Sculpted Collection reimagining these artworks in a 3D moulded form—a first for the Shelltoe design.

#OriginalSuperstar

The 2014 Art Collection concept was built on the foundation laid in 2013. We collaborated with six global artists, selected not only for their geographical diversity but also for their unique artistic backgrounds. These artists designed six aluminum bottles, each aesthetically pleasing as standalone pieces, cohesive within the 2014 collection, and complementary to the previous year's bottles. This initiative was supported by a comprehensive communication strategy across physical, digital, and social channels. The campaign utilized our own channels, the artists' networks, and generated significant earned media from consumers. Additionally, we responded to exclusive requests from high-profile retailers like Colette in Paris, selling individual bottles for €10 each, compared to a case of 20 bottles priced at around €12.
To build upon the previous year's success, we aimed to continuously extend the Art Collection, further enhancing the brand's perception among existing partners and expanding its reach to new customers and consumers.

Art Collection 2014

Warsteiner has a longstanding association with the art world, beginning with pop art icon Andy Warhol’s silk-screen trilogy featuring the brewery’s signature tulip in 1984. As Warsteiner approaches its 260th anniversary, it aims to celebrate in grand style by inviting a diverse group of artists to reinterpret its packaging. This distinctive trade marketing initiative is designed to enhance both commercial success and brand equity. A collection of six aluminum bottles, offering a more premium feel than traditional glass bottles, serves as a canvas for six artists. The artists were chosen based on their geographical diversity and unique styles, ensuring both individual impact and cohesive unity. This approach subtly integrates global relevance, positioning Warsteiner as a progressive and trendsetting brand. Each bottle is packaged to conceal its design until purchase, creating a collectible element and sparking conversation among consumers. This strategy appeals not only to drinkers but also to art enthusiasts and collectors. Additionally, a limited number of full sets were seeded to key influencers and partners, which supported relationships and enhanced the perception of Warsteiner as more than just a beer.
Develop a concept that drives conversion and elevates the brand across all levels without undermining the established trade add-ons mechanism.

Art Collection 2013

Initiated and architected by Andy Chiu, in collaboration with renowned artist Stefan Strumbel, this project underscores Warsteiner’s dedication to blending tradition with modern artistry. Stefan Strumbel, known for his ties to the Black Forest and collaborations with fashion icons like Karl Lagerfeld, brings his distinctive vision to this partnership. The project’s highlight will be unveiled at ART KARLSRUHE from March 7-10 in Karlsruhe, Germany. It features a skywalker helium installation and a special commemorative booklet. As a tribute to Warsteiner’s 260th anniversary, a limited edition pack, with only 260 instances, will be distributed during the event. This collaboration not only celebrates Warsteiner’s rich heritage but also cements its presence in the contemporary art world, showcasing the brand's innovative spirit and commitment to cultural engagement.
To create and solidify the bond between Warsteiner and the art community by teaming up with one of Germany's most exciting artists, Stefan Strumbel.

"Partners in Crime" Exhibition

Sponsoring the hottest spots and parties in town provided us with excellent interaction between the brand and consumers from all over. Fashion Week Berlin, beyond its main show, is renowned for its vibrant parties and exclusive showrooms. By sponsoring these key events, we were able to engage directly with a diverse audience, enhancing our brand's presence and creating memorable experiences for attendees.
Boosting brand awareness and becoming a partner in the best moments during Fashion Week Berlin, all without a direct partnership with Fashion Week.

Fashion Week Berlin

Curate a personal blogroll on Hypebeast.com alongside diverse individuals from around the world, delivering the essence of our culture and community.

Blog Roll (Key Tastemakers)

Warsteiner is proud to support IWISHUSUN, a Berlin-based charity that creatively merges fashion and philanthropy to fund cataract surgeries for those in need. Led by Cathy Boom and Patrick Andrist, IWISHUSUN’s innovative approach has garnered significant attention and admiration. At Mercedes-Benz Fashion Week Berlin, IWISHUSUN collaborates with Marcelo Burlon, the visionary designer behind the County of Milan label. Known for his striking animal motifs and vibrant designs, Burlon has crafted a Limited Edition County of Milan T-shirt featuring an abstract owl, a symbol of excellent eyesight. This exclusive motif has also been integrated into Warsteiner’s iconic bottles. This collaboration beautifully aligns Marcelo Burlon’s dynamic streetwear with IWISHUSUN’s mission to restore vision worldwide. Warsteiner is honored to be a part of this impactful initiative, reinforcing our commitment to meaningful partnerships that make a difference. The Limited Edition T-shirts and Warsteiner bottles are available in black or white, each limited to 100 units and retailing at €149. All proceeds from these exclusive items directly support IWISHUSUN, enabling life-changing cataract surgeries. We invite you to join us for a brunch on July 3rd at the Berlin SOTO Store, Torstrasse 72, from 10 am. Experience the exclusive designs, learn more about IWISHUSUN’s mission, and be part of a collaboration that merges fashion with a cause.
Expanding the brand at Fashion Week Berlin through organic and charity-driven initiatives

IWISHUSUN x Marcelo Burlon

The solution was a sleek, matte black beer can adorned with the ROCK AM RING logo and the festival lineup on the back, presented in a balanced and aesthetically pleasing manner with a clear indication of the year.
Through thorough analysis and observation, I noticed that festival-goers cherished and collected memorabilia, including wristbands from each year. I aimed to create something that met their needs—functional yet aesthetically pleasing and authentic.

‘Rock am Ring’ Festival Activation

Music Box

Through my personal network, I obtained detailed information about the release of the Nike Yeezy 2, including timings, colorways, volumes, and anticipated reach. Inspired by the launch colorways, we designed two beer cans that perfectly matched the shoes. I added a playful detail, transforming the iconic phrase from the hit song on the joint album "Watch the Throne," "THAT SH*T CRAY," into "THAT BEER CRAY," along with the specific release date: 09.06.2012. As anticipated, enthusiasts began camping outside the stores 2-3 weeks prior to the launch to secure a pair of the coveted shoes. In collaboration with the stores, we distributed these themed beer cans each night, becoming the unofficial partners and partners in crime for such an extraordinary experience.
Engage with the sneaker and lifestyle community

"That Beer Cray” Yeezy 2 Launch

Create a special edition for a special event with Odd Future (Tyler the Creator, Frank Ocean, etc). From August 20 to 25, Parisian shop colette will be hosting an Odd Future pop-up store. On the day of the 23rd, a majority of the OFWGKTA collective will be in-store to let loose a special performance. The event’s sponsor – German premium beer brand, Warsteiner – has crafted a special edition bottle (pictured above), which highlights the California outfit’s current album artwork. The beer bottle will be given away that day as a unique one-off treat
Engage with the sneaker and lifestyle community

Odd Future x Colette

Motorsport & Lifestyle

We introduced a concept and silhouette centered around fixed gear cycling, a new lifestyle sport known for its aesthetic focus and high performance, given that these bikes don’t have brakes. This project marked the first large-scale collaboration between hypebeast.com, Solebox, and Bianchi, featuring a unique go-to-market concept.
To identify a new lifestyle concept and silhouette that seamlessly blends performance and style.

Zeitfrei Fixed Gear Concept

Other Work

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