Situation: After the holidays in December with many sins, food and alcohol, a phenomenon occurs in Germany: a guilty conscience. Many people rush to the gym and abstain from alcohol in what is known as Dry January. All in all, January can be described as the darkest and saddest month without any fun.

Brief: The Berlin brewery, BRLO, wanted to promote its alcohol-free beer called "Naked" during Dry January. "Naked" is not just a name but an attitude and is also intended to encourage people to feel comfortable in their own skin, even when naked.

Objectives: Following BRLO's brand purpose "Free beer for everyone," we aimed to make everyone feel comfortable in their skin, less guilty, and experience more joy. We also wanted to let people know that even though they avoid alcohol in January, there is a full-bodied and juicy non-alcoholic beer called Naked to enjoy.

BRLO had big plans to flaunt their non-alcoholic brew, 'Naked,' during Dry January. But then, bam! The Calvin Klein ad hit featuring Jeremy Allen White and his toned body, making us folks with a little holiday weight feel even worse. So, we had to strike back with our own version of 'sexy' and a good dose of irony. Because Dry January should be a party, not a pity party!

We whipped up a parody of the Calvin Klein ad in record time (just 10 days from idea to release!), putting a Berlin twist on things and swapping the toned abs for some relatable fluff. Oh, and our actor? Completely in the buff, just like our beer, 'Naked.' Because feeling good in your skin, even without clothes, is what it's all about.

With all the buzz surrounding the Calvin Klein spot, we wanted to highlight how much more our production really was. It was not just a pretty remake of an already pretty movie, it was a campaign which combines the core beliefs of BRLO and is also contemporary, funny and extremely likeable. As part of several press releases directed to (I) communications trade press, (II) lifestyle press as well as (III) special interest press drinks, we showed how BRLO, in an authentic Berlin way, caused a lot of winks in just a few days and how edgy capital city attitude met glossy fashion images and thus showed: In the end, it's only about one thing – to feel comfortable in your own body, NAKED as you are.

Let's be really honest. We were already working on a campaign to push the brand objectives and promote our non-alcoholic beer called Naked, especially in Dry January. But then the "sexy" Calvin Klein advert with the naked Jeremy Allen White was on everyone's lips. And we completely threw our plans overboard. We saw an opportunity and had to react quickly. Our version of “Naked” and “Sexy” had to be created. In record time (just 10 days) we copied, or rather crafted, the advert frame-by-frame. And just in time in January, we published our parody on all owened social media channels simultaneously (LinkedIn, Instagram, Facebook, TikTok, X). We struck a chord with the times. The rest happened automatically. Within a few hours, users with a wide reach put the two adverts next to each other and reposted the comparison, and our parody took feeds around the world by storm.

Our parody stirred a global sensation, garnering 850 million media impressions and headlines in over 46 countries. And rising. Thousands of likes, comments, and shares flooded in. All that with 100% organic reach. Facebook: +305% Engagement; Instagram: +829% Engagement; +1900% Follower growth rate MoM. Some users, inspired by our onlinefilm, proudly parodied our parody by walking naked and creating their own versions atop their roofs. BRLO, as a small brewery, found itself unprepared for the unexpected global attention as its non-alcoholic beer, Naked, sold out within days, necessitating a production double-up in February. Yet, above all, our parody became a global inspiration, encouraging everyone to feel free, even Naked.