Men’s playing, a series of concerts, take place every year during the summer. The best artists in Poland, mostly men, perform during this outstanding event. The idea ‘men playing for men’ is to gratitude male customers of choosing and drinking Zywiec beer (research shows that mostly men drink Zywiec beer). That’s why I used illustrations of performers and elements of Zywiec logo (dancing couple) in key visuals. I wanted to create minimalistic design which will be strongly connected with the brand.
Campaign was based on OOH and print executions.