Background:

When the Covid-19 lockdown emptied the streets in Germany, brands canceled their Out-of-Home budgets – except Warsteiner. The “erfrischend wahre” (refreshingly true) German beer brand launched a bold OOH campaign, speaking out the only truth that mattered to those who still refused to stay home:

You shouldn’t see this billboard. #stayathome

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Objective:

We wanted to raise awareness about the importance of staying at home as the key to slowing down the spread of the new coronavirus. Moreover, we aimed to make a strong statement and spread the only truth that mattered at the time: to stay away from the streets and public spaces.