Born and Bred on the Streets: Ceres Beer Celebrates 60 Years

Today Danish beer brand Ceres launched ‘Our Street’, a TV and social campaign in celebration of their 60th birthday.

Running across Italian TV channels and Ceres Social channels from today, the new campaign which was created by independent creative agency DUDE is the antithesis of the typical glossy beer advert. ‘Our Street’ remains true to Ceres’s underdog heritage, its anti establishment vibe and irreverent tone seen in much of the brand communication over the last 60 years. The film channels the Ceres history, and where it all began. Its 1963 introduction to the world was in the narrow streets of Genova, where revellers socialised in street bars until the early hours. It quickly became known and loved as the beer of the streets.

60 years on, and having established a customer base immersed in youth and street culture, full of vitality and with a zest for urban living, ‘Our Street’ encapsulates the carefree experiences, the unique gritty environment, the tears, the laughs and the friendships formed in the rough and tumble of the streets.

Shot on 16mm film with a handheld camera giving it an authentic timeless feel, the cast are real life friends, and the soundtrack is a famous Italian cover version of The Brogues’s famous song ‘I ain’t no Miracle Worker’ - a song which celebrates the underdog.

Roberto Zepponi, marketing & trade marketing director, Ceres commented: “Ceres’ story has something magical. It’s the story of a small regional beer from Denmark that arrived in Italy in 1963 almost by accident. A one of a kind beer, of which Italians fell in love with and became one of the most popular beers in Italian bars.  To celebrate its 60th anniversary in Italy, we wanted to create together with the DUDE team a new communication beat that could celebrate our beer but also three generations of brand lovers through a timeless commercial, in a unique and distinctive location for Ceres: the street, “the place where the heart is”."

Lorenzo Picchiotti, chief creative officer and Partner DUDE added: “Ceres is one of those clients who have made the recent history of communication in Italy. And in this collaboration we found the courage and trust in creativity that we were expecting, starting from the common desire to experiment something different for the Italian market, by choosing to shoot on film and follow a completely authentic treatment of the product.”

Director ROGELIO also added: "This is a simple portrayal of a day in the life of any Italian youngster. A glimpse of rebellion encapsulated in various groups of friends who take the streets as their playground. Shot in 16mm film, this piece explores the beauty of the Italian careless attitude."