The campaign in question concerns “print, outdoor, radio and digital” materials emphasizing Schell’s status as the country’s second-oldest brewery and its German “craft” heritage.
The agency shared the creative on its site; while most of content is strictly advertising, the PR angle lies in positioning Schell’s as a longtime local and distinctly German brand. The messaging worked on us, though, because we just got incredibly thirsty. (Full disclosure: we love both beer and Fridays. It’s like we’re Irish or something.)