According to the dark marketing, we had to find the simplest shortcut to create unbranded but still branded campaign umbrella for Efes. Our inspiration anchor is was the classic Efes motto: The beer under the cap campaign.

We expand the classic motto and create a bigger platform.

The umbrella campaign motto “Life is under the cap” is variedto different occasions as Music is under the cap / Art is under the cap / Fun is under the cap...

Agency: TBWA / Istanbul