The Calmest Beer in the World

Agency Network: 
April 2018


Peace and quiet is a luxury these days. All of us need those calm moments for ourselves from time to time, but everyday noises and worries are a huge distraction. That's where Karl comes in – to serve you those moments of peace. Karl is calm but not boring. Karl loves nature. Karl is Simple. Karl is Sincere. Karl is Genuine. Therefore, a perfect company for those moments of silence. These are the reasons we like to call Karl the calmest beer in the world.

All this peace and calm had to find its way to a TVC in a way every Estonian would understand it. That’s why we packed our bags and wandered away from civilization and city noises. After all, every Estonian knows that if you don’t escape the city at least once in a summer, you had no summer. And that’s how our TVC was born – almost effortlessly. Just a few guys were grilling fish over the bonfire, hanging around the fire, heating up the sauna and having a beer or two while doing it. All that was accompanied by a well-known Estonian indie rock singer Marten Kuningas and his atmospheric piece “Tagurpidi vaal” (“Backwards Whale”).

The results? The calmest beer got itself the calmest campaign ad which also happens to be the perfect portrayal of the ideal getaway of the most usual Estonian guys.

Film advertisement created by Division, Estonia for Saku Brewery, within the category: Alcoholic Drinks.

Advertising Agency: Division, Tallinn, Estonia
Creative Director: Heiki Urbala, Hendrik Mägi
Art Director: Katrin Koovit
Copywriter: Hendrik Mägi
Project Manager: Grete Tipp
Film Director: Kaimar Kukk
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