The rap reunion EB

Campaign idea

Rap is the most popular music genre in Poland. It has taken YouTube by storm with millions of views. However, rap has it’s very own drama - the young fans don’t respect “the oldschoolers” and vice versa. It’s a generational thing. EB, a beer from the 90s that wanted to win a new generation of consumers took this cultural insight to create an experience for the whole rap community and reunite conflicted fanbases. In The Rap Reunion we’ve joined two old rap legends and two modern rap stars in a musical project where they reinterpreted each other’s most famous tracks to find a cross-generational understanding.

Brand name: EB
Advertiser / client: Grupa Żywiec
Product / service: Beer
Campaign name: The rap reunion EB
Agency network: VML
Agency: VMLY&R Warsaw
Executive creative director: Dawid Szczepaniak
Creative director: Robert Antolak
Art director: Robert Antolak
Copywriter: Damian Kitowski
Account director (agency): Anna Kwiat, Mateusz Wojnarowski
Strategic planner / strategist: Łukasz Tarnowski, Paweł Jasiński
Digital strategist: Marcin Krzyczkowski, Karolina Kurczewska
Additional company: Communication Strategy: Joanna Nowik; Social Media Strategy: Karolina Gorczyca