Our parody was a real-time response to the worldwide viral Calvin Klein commercial featuring Jeremy Allen White, which was circulating across social media platforms. Without a doubt, our online film needed to be shared on these same platforms to capture the attention of communities.

After the Christmas holidays in December with many sins, food and alcohol, a phenomenon occurs in Germany in the following month of January: a guilty conscience. Many people rush to the gym and abstain from alcohol in what is known as Dry January. People also save a lot of money because the previous month was very expensive. All in all, January can be described as the darkest and saddest month without any fun. Brlo wanted to promote their non-alcoholic beer called "Naked" in Dry January which also embodies the "Naked Truth" for everyone. And then, of all things, the Calvin Klein advert with Jeremy Allen White and his toned body was on everyone's lips and made everyone with a few extra kilos on their ribs feel even worse. We had to respond: with our version of "sexy" and with a lot of irony: Dry-January is also possible with joy and without a guilty conscience.

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.

After December's indulgence in food and alcohol, Germany experiences a phenomenon in January: a sense of guilt. Many embark on Dry January, hitting the gym and abstaining from alcohol. January feels dark and somber, lacking fun. This prompted us to promote 'Naked,' our non-alcoholic beer, with a focus on bringing joy and humor to counteract holiday weight gain. Our approach aligns with BRLO's values - as a Berlin-based advocate for modern beer culture and body positivity, with strong ties to the LGBTQ+ scene, possessing a highly critical eye on reproducing stereotypes. We knew that we had to deliver according to our community's expectations, as they would be a strong amplifying factor for this campaign. That's why our actor, involved in the LGBTQ+ scene, became an inspiring role model for the community and ultimately a multiplying factor of our parody.

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.