Beck's Bitterness Awakens

Taking a ride on a natural behavior of thei target, Beck's creates Urbeck's Festival - a music festival for those who have an explorer spirit and are open minded. The festival, created in collaboration with the brand's community, culturally reoccupies “sleeping” places in 6 different capitals, inviting them and whoever was there to wake up.

They were interactive experiences of music, art, performance and technology. From the setting of an airplane graveyard in the film to the use of an abandoned factory for the wrap party,
the entire campaign sought to awaken sleeping points and people.