Our task was to create a continuous dialog between Grolsch and their target audience. While doing this we needed to bear in mind the strict regulations in alcohol marketing in Sweden.

The target audience is 25-35, trendy and culturally (music, film, art) quite savvy. They are hard to approach and and generally suspicious towards advertising.

Today we, and especially our target audience communicates and expresses themselves with images, displaying their lives on Facebook and instagram. What if Grolsch could become a part of, and help that constant flow of images our audience use to express themselves?

Drawing from Grolsch's position "Choose Interesting" we made Grolsch the beer that enables their audience to express themselves with images in a more interesting way. And for this target audience, being special and interesting is not a bad thing.

Creative Execution

We gave our target audience something useful and interesting that could enrich their lives. Something they were actually impressed by, interested in and that had a place in their everyday lives.

Grolsch Photo Machines is a digital photo-app available for iPhone and as a Facebook App. It lets people document their lives through a Grolsch lens. But this app was more real and spectacular than your average photo-app. Grolsch Photo Machines uses real analog photo-filters, not just digital effects. Your image is filtered through an analog process, for example; displayed on a real old-school TV, photographed and sent back to you. Or filtered through a real medium format camera and sent back to you. Every machine was located in the real world where people could see them work. We also did one-off filters. For example live illustrators instantly hand drawing your image and then send it back to you.

Grolsch is a beer with a strategy summed up with the words "Choose Interesting".

Our task was to create a continuous dialog between Grolsch and their target audience. While doing this we needed to bear in mind the strict regulations in alcohol marketing in Sweden.

The target audience is male, 25-35, trendy and culturally(music, film, art) very savvy. They are hard to approach and generally quite suspicious towards advertising.

Drawing from Grolsch's position "Choose Interesting" we made Grolsch the beer that enables their audience to express themselves with images in a more interesting way. And for this target audience, being special and interesting is not a bad thing.

The app is an analog take on the digital photo-apps that help people document and share their lives with friends. Instead of just applying soul-less digital filters, this app filtered your images in the real world, for example shown on a real old-school TV which was then automatically photographed and sent back to the user. It had instant sharing through facebook, mms, email and instagram.

Every filter in the app was an actual machine which processed images in real-time. These machines were placed in public spaces that the target audience frequently would pass. For example a large popular second hand shop and one of Stockholms biggest summer night-clubs. Here the audience would see the installations which were carefully designed by product designers to create interest.

GPM One-Day-Filter

The most bespoke photo-app-filter ever. Your image was processed by a team of 20 illustrators drawing your image and sending it back to your phone or facebook album within 15 minutes. This was a public event during a big music festival open to everyone in the middle of Stockholm. The music festival was hosted by Grolsch and as this installation attracted huge numbers of visitors and created lots of interaction. Both on site and thorugh peoples mobiles and facebook.

An app is can be a great investment since it can run almost forever. People are constantly interacting with GPM and the photo and user count just keeps rising.

By facilitating a useful service to our audience, we managed to take part in their everyday life. and increase Grolsch's social media following with over 200%. Tens of thousands of photos has been processed through Grolsch photo Machines so far, making people and their pictures more interesting. And in the end make them think of Grolsch as the interesting choice.