GROLSCH MUSIC EXPERIMENT

Campaign idea

Grolsch enlarged its addressability from its core target of creative communities to an extended audience: people that think and act creatively in their daily life. Powered by neuroscience techniques, Grolsch Music Experiment used specific hardware and custom designed algorithms that transformed each person’s brainwaves into visual art, as a demonstration of the creativity that lies dormant in each of us, waiting to manifest itself. We video-documented our experiment and seeded it in social media. As a result of social amplification, Grolsch registered a consistent increase in brand consideration and consumption indicators, among its new addressed audience.

Brand name: GROLSCH
Advertiser / client: URSUS
Product / service: Alcoholic beverages – Beers
Campaign name: GROLSCH MUSIC EXPERIMENT
Agency network: INDEPENDENT AGENCY
Agency: Kubis Interactive
Additional company: Media Investment
Creative director: Laura Nedelschi
Copywriter: Carina Toma
Designer: Florin Busuioc
Client account director: Cristina Schitco
Strategic planner / strategist: Luana Roth
Director: Millo Simulov
Director of photography: Ionuț Avadanei, Marian Ciungu
Additional company: Aural Eye - Neoroscience Solution & Headsets