Founded in 2002, Eisenbahn brewery is one of the brands responsible for introducing different styles of beer to the Brazilian public, which up until recently knew only of Pilsners. The new campaign devised by Suno Creators aims to expand the brand’s reach to a broader public, presenting is four varieties in a didactic, playful way.
The main piece of the campaign is a film produced by Lobo, directed by Mateus de Paula Santos, Nando Cohen and the Alton duo, that shows the brand’s icon, a locomotive (“eisenbahn” is German for “railroad”) jumping out of the bottle’s label and taking the viewer to a trip through its lineup: Pilsner, Weizenbier, Pale Ale and American IPA.
In accordance to the spirit of “craft” that remains at the basis of the brand’s philosophy, the film was produced with a combination of live action and a variety of handmade animation techniques, such as stop motion, pixilation, page-flipping, picture-stacking etc. The process involved building an entire bar in studio, printing every frame of animated sequences in cardboard, and other practical feats that can be seen in the Making Of video below.
The spot’s soundtrack is the classic Iggy Pop tune “The Passenger”, which is perfectly fitting not only for its lyrical content but also for being written during a train ride around Berlin in the late ‘70s.