Beck’s label project developed by Lowe & Partners – over 7,000 creations submitted in the contest


Lowe&Partners offered the chance to the most creative 4 Romanians to draw the new Beck’s label, to appear on the market this summer and reach to millions of consumers, in a project that aims to support artists and their works, no matter the form of expression.

The label creativity contest was the concept of Beck’s “See beyond the label” campaign developed by Lowe&Partners.

The results of the campaign show that there were thousands of Romanians that entered their creations in the contest in order to have a chance to sign one of the 4 Beck’s labels that will be on the bottles starting June. Over 15,000 people voted online their favorite works and won, on weekly basis, Beck’s hoodies.

The jury that will designate the winners of the 4 labels includes Radu Pop and Valentin Tanase, while the prizes for those consist in  Apple iMac® 27’’ desktop system and a Wacom scanner real-time pencil.

The campaign was promoted on TV, radio, print, OOH and Horeca, but also with special events with an AR component .

The teams working on the project included

  • Becks: Ecaterina Bordei – Brand Manager and Anca Stoica – Junior Brand manager. Premium Brands
  • Lowe&Partners: Manuela Gogu – Creative Director, Aura Sorescu – Senior Copywriter, Laurentiu Dumbravă – Senior Art Director, Corina Angearu – Account Manager
  • Initiative: Silvia Zbarcea – Acc Director & Head of Unit and Adriana Ciobanu  –  Media Planner