Brief: Create identity and strategy for the brand, and introduce it to the Israeli beer market.
Activity: Newcastle, an ale beer, belongs to the special beers market, which is seeing a global rise. Newcastle’s main values are urbanism and aesthetics. Our primary consumption circle became the urban visual artists’ community. We created the blog “atalef”: a platform where we discussed urbanism through art, design, fashion and technology, and also helped artists fulfill their artistic dreams. Our main project was Adam Bizanski’s short movie, “Paul”.
Result: “Paul” went on a global festivals round, and won the silver hugo prize in Chicago film festival.