Our mission: Create a brand activation campaign positioning Radeberger as an enabler of real passions. Instead of simply sponsoring, we wanted to make projects happen that wouldn’t exist without Radeberger’s support. Cross-channel content production spanned hip-hop, poetry slam, screen-print art, and the outdoor scene. The umbrella campaign’s narrative had to be brought to life through relevant experiences—authentic, budget-friendly, and community-driven.
Radeberger - Real passions need real enablers
The younger generations can smell fake content from a mile away. Radeberger wanted to build on their umbrella campaign “Auf die Leidenschaft” (“To Passion”)—but without staged testimonials or over-scripted brand ambassadors. The challenge: How can a heritage beer brand genuinely connect with hip-hop heads, poetry slam artists, and the outdoor community? They needed content that isn’t just for consumption, but lived by the culture. A brand activation that could speak to different subcultures at once—without losing authenticity.
We developed the Enabler Concept: Radeberger backs real passions instead of pushing bland advertising. Through co-creative workshops, we shaped four strategic collaborations. Jean-Marc Heukemes received support for his show “Hip-Hop Culture on Air.” Poetry slammer Julius Keinath brought the “Lesen für Bier” (“Read for Beer”) event format to Erfurt. Nicole Berth realized her Bike Weekender in the Elbe Sandstone Mountains. And an up-and-coming band received a tour poster designed by Lars P. Krause. Each partnership received tailored videos, a photo series, and behind-the-scenes content. The campaign tagline #AufDieLeidenschaft ran consistently through every format.
The result: The campaign resonated in every subculture—four unique collaboration videos with stories about authentic passion, event formats ranging from a hip-hop YouTube show to a bike weekender, and merchandise from slipmats to branded outdoor gear. The impact: Radeberger became a true enabler for diverse subcultures. Thanks to network effects and authentic user-generated content, the reach was especially powerful. Most importantly, we created real value for communities—not just ad messages. To passion—cheers!
Our mission: Create a brand activation campaign positioning Radeberger as an enabler of real passions. Instead of simply sponsoring, we wanted to make projects happen that wouldn’t exist without Radeberger’s support. Cross-channel content production spanned hip-hop, poetry slam, screen-print art, and the outdoor scene. The umbrella campaign’s narrative had to be brought to life through relevant experiences—authentic, budget-friendly, and community-driven.
We developed the Enabler Concept: Radeberger backs real passions instead of pushing bland advertising. Through co-creative workshops, we shaped four strategic collaborations. Jean-Marc Heukemes received support for his show “Hip-Hop Culture on Air.” Poetry slammer Julius Keinath brought the “Lesen für Bier” (“Read for Beer”) event format to Erfurt. Nicole Berth realized her Bike Weekender in the Elbe Sandstone Mountains. And an up-and-coming band received a tour poster designed by Lars P. Krause. Each partnership received tailored videos, a photo series, and behind-the-scenes content. The campaign tagline #AufDieLeidenschaft ran consistently through every format.
The result: The campaign resonated in every subculture—four unique collaboration videos with stories about authentic passion, event formats ranging from a hip-hop YouTube show to a bike weekender, and merchandise from slipmats to branded outdoor gear. The impact: Radeberger became a true enabler for diverse subcultures. Thanks to network effects and authentic user-generated content, the reach was especially powerful. Most importantly, we created real value for communities—not just ad messages. To passion—cheers!
