A Bold Take on Dry January

BRLO is a small Berlin brewery that believes in modern beer culture, diversity, and breaking stereotypes. For Dry January 2024, BRLO and ACNE were set out to highlight “BRLO Naked”, its non-alcoholic beer, in a way that would stand out. That’s when a major Calvin Klein ad featuring Jeremy Allen White made waves – reinforcing an idealized body image that many find unattainable, especially after the holiday season. This presented an opportunity: why not challenge conventional advertising norms and celebrate real bodies instead?

A Campaign with a Purpose 

In just 10 days, we developed and launched a campaign inspired by the Calvin Klein ad – but with a playful, body-positive twist. Our version featured a model who defied traditional advertising expectations, embracing authenticity, humor, and inclusivity. Just like BRLO’s beers, our approach was unfiltered and unapologetically real.

Impact and Recognition

The campaign quickly gained momentum, resonating with audiences and positioning BRLO within the larger conversation on body positivity and representation. By combining irony and creativity, we reinforced BRLO’s commitment to diversity and progressive beer culture, while also expanding awareness of BRLO Naked as a high-quality, non-alcoholic option. Furthermore, the campaign was awarded with a Cannes Lions 2024 in the “Social and Influencer” category, as well as a Wooden Pencil for Digital & Social 2024.