Impossible Ads, for UEFA Euro 2024
Bitburger became one of the national sponsors of UEFA Euro 2024, and their slogan, Bitte ein Bit, has done double duty for decades: please, a beer, and, read differently, please, a bit. We took that pun and built it at architectural scale.
0:00 / 0:00
We turned the Brandenburg Gate into the thing Bitburger is actually made of: real green beer crates, stacked to the height of the gate's own columns, the bronze quadriga still riding on top. Nothing here was rendered. It was built and photographed on site, an impossible amount of real crates stacked by hand in the middle of Berlin.
It plays as public sculpture before it plays as advertising, which is exactly why tourists stopped to photograph it rather than walk past, and exactly why it worked as both.
- Client
- Bitburger
- Year
- 2024
- Discipline
- Creative Direction
- Services
- Art & Design Direction
- Production