Toronto-based creative shop Open has launched their first campaign for Bier Markt, Toronto’s premier European-inspired bier and food experience, with the tagline Bier is Beautiful.
The campaign is for the Bier Markt’s Abbey Bier Fest, on from January 30th and running until March 17th, and features out of home, billboards, transit ads and in-restaurant communications. All the campaign elements promote the perfect beers for winter months that are being featured during the festival.
“Targeting the avid bar and restaurant goer, this campaign is really a celebration of beer and about elevating the experience surrounding it”, said Christian Mathieu, Partner, Open. “Bier and food pairing is finding its place next to wine. People want their beer to do more than just quench their thirst”.
Open Partner Martin Beauvais adds, “We've been fortunate to have worked in beer accounts for most of our career. We like beer and we couldn't be more pleased that we got to this tagline, ‘Bier is Beautiful’. It's refreshing that we can claim such a grand thing - and Bier is a beautiful experience at Bier Markt, from the way they serve it to the way they pair it with food."
Open was awarded the Bier Markt account in October 2012 after in a RFP process with several advertising agencies.
“We are excited about this campaign and the new positioning,” said Grant Cobb, Senior Vice President, Brand Management Prime Restaurants. “ ‘Bier is Beautiful’ is a great platform for everything we do and will be used for all future promotions, including one planned for the spring and Oktoberfest.”
Wills & Co. is Bier Markt’s media firm and Cowan & Company is Bier Markt’s PR firm.
Client: Bier Markt
Creative Agency: Open
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Copywriter: Layton Wu
Art Director: Tyler McKissick
Project Lead: Anne Ngo
Photography: Vince Noguchi & Rob Fiocca
Retoucher: Dwain Jones