Beck’s Be Kreativ Art Label Launch

Working with Beck’s UK, we are breathing new life into the Art Label legacy and reviving a masterpiece.

Alcohol brands creating one-off, bespoke, limited-edition labels for their bottles is nothing new. But the first to do it in a meaningful way, more than 25 years ago, was Beck's. By turning over its label as a canvas to both renowned and up-and-coming artists such as Gilbert and George, Tracey Emin, Jeff Koons and Damien Hirst, their work was showcased in the process to the millions who drink Beck's.

Given our work with Beck's in the Irish marketplace and the success of the Be Kreativ platform in shining a spotlight on emerging artistic talent – as well as connecting with the target Smart Creative consumer – Beck's UK chose us when they sought to relaunch the Art Label legend in 2018.

After an exhaustive search, we found and commissioned six artists based in the UK over the summer – Greg Coulton, Art + Believe, Charles Williams, Jonny Wan, Nomad Clan and Nicolas Dehghani – and gave them a very simple brief: Be Kreativ. These artists' masterpieces will adorn the labels of some 10 million Beck's bottles from now until early December, having just been launched into trade across retailers, bars and pubs in the UK.

The new suite of Art Labels was unveiled during Blisters at Print Club London. One of the UK's largest poster shows with over 3,000 attendees, the night hosted the crème de la crème of illustrators, artists and designers – or, in a nutshell, the very people Beck's is targeting with this campaign.

Beyond commissioning the artists, our digital campaign shines that powerful Be Kreativ spotlight on their career path to date, as well as on the influences and inspiration that infused their Art Label creations. As always, at McCannBlue, we relished the opportunity to step outside our comfort zone during this project whenever we could, even designing the actual display area for the Beck's team's trade customer sell-in event that preceded the Art Label launch. The brief to ourselves? Well… Be Kreativ!