A peculiar challenge to this pitch was that it was a beer ad where you weren't allowed to have people associated with the product.
Advertising alcohol in Russia is a tricky issue apparently and it meant the agency had to get 'creative' in finding a way around this issue yet still differentiate their product as something desirable. Further complicating the issue was that it was meant to be a collaboration between two market territories, France and Russia with something to offer each. I can't remember the exact brief now but it had to be classy, engaging, industrial and would be carried by the music which would crescendo at some point with an empty bottle, then start up all over again. A simile of the journey of a beer through an amazing mechanical body proxy. Hitting you over the head with an organic mechanical experience...
I love the contradictions of advertising.
As a side note I think this one all fell apart when the two territories couldn't agree on what they wanted. I'm glad I wasn't there in those conference calls with Russian, French, English and interpretations of each being thrown around in serious negotiations... I think that is what we have the UN for.
