Project Overview
Konig Ludwig Weissbier is a brand of alcoholic beverage products from Orang Tua Group. The objective is to refresh the brand campaign in 2024. As the art director, I formulate visual communications that are relevant to the established strategy.
Umbrella Campaign
#FuelForKings
Creative Rationale
Prestigious Urban Drinkers knows what they want. They already experience so much that
they have that swagger and confidence to get what they truly want.
What’s important of them is the soul and the taste of an excellent beer. That’s why we could argue that they’re like the king in their own world because they rule their everyday lives. It’s truly what describe Weissbier drinkers because our German roots “Konig” means “King”.
With an exceptional Bavarian taste of malt beer, we provide an experience
only for the kings. Konig Ludwig Weissbier, FuelForKings.
Visual Activity Output:
General key visual, class of kings, brand collabs, king's gala, golf event, king's award, and loyalty program.
First, this is the content for Class of King's is talk or sharing program with meister.
Konig Ludwig Weissbier x Oldblue (Mockup). Collaboration is one of the notable strategies in terms of lifting up a brand name. At this moment we need to emphasize that Konig is the beer for the Kings, and one of the best way to do that is by collaborating with clothing brands.
We pick a jeans brand Oldblue because jeans is an everlasting choice of fashion making it a suitable item for a King.
Next, King’s Gala (Concept). To celebrate Independence Day, we’ll invite selected influencers to join the Meister Gala. A Gala Dinner to raise donation for Indonesian war veterans.
We’ll raise the money via auctioning KOL stuff ex : memorabilia, shoes, clothes, etc, and we’ll conducting the livestreaming during the auction so audience at home could easily bought KOL’s stuff.
The concept is like Met Gala, but instead of making it in a studio, we’ll making it in a yatch /boat. We’ll collaborating with Yayasan Veteran Indonesia to distribute the donation money.
Then, this is the Golf King's Cup (Concept).
We aim to create an annual Golf Cup presented by Konig Ludwig Weissbier. In this Cup, we’ll invite KOL but we also open this competition to public. They need to join the qualifiers stage and after safely through will play against other players and KOL.
To make this golf cup sustainable and prestigious we do need to make a huge Prize money. Ex : 100 mio for the winners, and car for a hole in one, and various other prizes for door prizes.
King's Awards (Concept). To close a year with a high, we aim to create an award show where we celebrate people that inspire us throughout the year. To determine the winners, audience have to vote the nominee in our social media.
And the last, King's Club Membership (Loyalty Program).
For our Meister, they can sign up to King’s Club Membership, a loyalty program where audience could collect points by creating a “Digital Membership Cards”.
With this digital cards, they don’t need additional App in their phone. In addition, they also automatically sign up to monthly newsletter to stay up to date with promotion, events, etc.
Thank you!
Agency: Maika Collective
Art Director: Muhammad Sarif
Copywriter: Jundi
