The Beer is under the cap
10.06.2013 - Turkey banned alcohol advertising and tightened restrictions on its sale on Friday, drawing criticism from secular Turks as well as the country's brewing industry.
A new law banned alcohol advertising on social media, TV and outdoor channels in Turkey. The use of logos, alcoholic beverages, mnemonic images or text was banned.
So we wanted to respond in a clever way.
A new law banned alcohol advertising on social media, TV and outdoor channels in Turkey. The use of logos, alcoholic beverages, mnemonic images or text was banned.
So we wanted to respond in a clever way.
We decided to use our classic bottle with the label removed. We also used Efes Pilsen's iconic slogan, "Beer is under this cap," in the ad. Also, unlike previous campaigns, we used a photo of the cap taken from below, since we couldn't show the logo.
"For 44 years we have been together at the same table, in the same conversation, with the same feelings. We know each other even if we haven't met or spoken.
"For 44 years we have been together at the same table, in the same conversation, with the same feelings. We know each other even if we haven't met or spoken.
Role: Creative Art Direction / Graphic Design
