• Adweek, Wednesday, April 19, 2006 12:45 PM

There's an old cliché that what's old is new again, and that seems especially true in the world of marketing and advertising. In the 19th century, giant illustrations painted on the sides of buildings were commonly used to advertise beer. Now boutique ad agency Strawberry Frog wants to do a variation on that theme to promote client's Heineken beer. The effort is part of the marketer's global "Meet you there" campaign and calls for a series of artful posters that can be used as print or outdoor executions that will also be sold by Heineken. Each poster centers on the theme of "social cocktails," and communicates how Heineken can be one ingredient for having the night of your life. "We wanted to bring the beer campaign back to that time when advertising was an incredibly cultural thing," said Scott Goodson of Strawberry Frog in New York, which worked with the agency's Amsterdam office on the effort. "Also, today it's distinguishing to be using illustrations." This first set of nine posters will roll out through the end of May. The agency wants to create a series that will include other illustrators and eventually enter the digital space, Goodson said. While the posters will likely not be seen in the United States, Americans will see the agency's James Bond promotion for Heineken, which launches in advance of Casino Royale's release.

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