Behind Concept

The main concept of the campaign is based on the taste and appearance of the beer. Myrpphy's it is "dressed" in black but actually tastes sweet. With this reasoning, the people who appear in the posters were chosen, people who are different mainly in dressed in black to do something romantic and sweet that contrasts with their presentation.

Ozzy Osbourn, metal singer, holds a bouquet of flowers, KISS singer Paul Stanley hugging a grandmother, a group of metalheads petting a white dog and a punk couple hugging. All the protagonists they have a special look but a great character. As is our beer. Also, using rock and metal legends because of their recognition motivates them people to try the beer, even if they don't have the same appearance.

All the posters have as a base a black stone wall as we often find in British pubs. The photos are on Polaroid with Myrphy's stamp as if they came out of Murphy's Pub. They have a worn filter because it's about memories but also the text “Make sweet memories” written as if by the hand of the person pictured. The message that we want to pass is for people to make beautiful and sweet memories, to them immortalize and Murphy's beer with its sweet taste will be one of them, because is the sweet side of black, just like the protagonists of the campaign.