Beck's: Be Kreativ

Bringing Beck’s back to its roots with BeKreativ

Beck's wanted to exploit its strong history with creative and creatives. Only thing is it's a history unfamiliar to the creative generation of today, many of whom have no emotional connection whatsoever to Beck's.An emotional connection they do have, though, is with the place they dwell. The “Smart Creatives" we wanted to attract (those involved in music, art and design, technology, food and fashion) love their city, and help shape it with their talents.

BeKreativ is an always-on island of Ireland campaign that recognises them by heroing brilliant up-and-coming creatives, or “Kreatives" rather, by giving them a platform in the form of a website, owned social channels and media placements in Hot Press, Totally Dublin and The Thin Air (publishers this target knows and trusts) – to connect, celebrate and showcase their talents across Ireland throughout the year. The plan is to commission some, to help others, but we'll be championing all who dare to create.

To see how well the campaign has worked so far and some of the creative places it has taken us and the Beck's brand, visit