Realistic, genuine characters were carefully selected for the Radeberger beer campaign, with photographer Sven Jacobsen capturing their essence. The motifs were produced over three days in Dresden, close to Radeberger’s headquarters.
The ‘Auf die Leidenschaft’ campaign celebrates people pursuing their goals while enjoying life. The images convey the brand message: Do what is important to you, what brings you personal meaning and fulfillment. Pursue it wholeheartedly and with passion. Then life will be truly enjoyable.

The campaign is complemented by out-of-home motifs and coordinated efforts with retail and gastronomy partners.

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