Lust auf was Echtes? - Stiftsbrauerei Schlägl
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
An abbey brewery stands for authenticity, continuity, and living tradition. AI stands for speed, imagination and the impossible. At first glance, a contradiction. In practice, an opportunity. AI is not used to replace tradition – but to retell it in a new way. The aim was to surprise with efficient budget use and to bring brand stories in consumers’ minds. The campaign consists of several spots inspired by well-known film stories. The canons of Schlägl Abbey fully and courageously supported the brand strategy – and success in gastronomy and retail proved us right.
The Jury‘s Statement
Where provenance, continuity and monastic tradition shape the brand image, the use of AI is not an obvious choice. Sery Brand Communications uses precisely this tension for a film campaign that draws on familiar narrative patterns and deliberately returns the artificial excess to a real, calm brand world. The contrast is not an effect for its own sake, but clearly leads the guiding idea back to the product promise. This creates communication that builds recall and anchors the brand precisely in retail and hospitality.
