Radeberger

This conceptual campaign for Radeberger pays homage not only to the craftsmanship behind a beloved beer but also to the enduring value of tradition. At its core is a visual narrative built around "then and now" photo pairings, featuring childhood snapshots of fathers and sons placed alongside carefully recreated images taken years later.

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The campaign draws on a widely appreciated trend that resonates strongly with the target audience: men aged 30 to 50. By highlighting personal family moments, it creates a sense of nostalgia, emotional connection, and continuity. These visuals serve as a reminder that while time moves on, some things are worth preserving, such as a meaningful family ritual or a perfectly brewed beer.

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Set to launch in suburban and rural areas of Germany, the campaign is anchored by the hashtag #DiegutenDinge. It positions tradition not only as something found in brewing but also in the everyday experiences and memories people choose to hold onto.

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