DUVEL / Integrated Campaign / 2020
ART WITHOUT LIMITS
When a beer glass becomes a canvas for creativity. For DUVEL, we transformed its iconic tulip-shaped glass into a platform for artistic expression. Bringing together artists, designers and beer enthusiasts, the campaign connected art, culture and digital participation to create a new way of experiencing the brand.
KUPU LAB / PROJECT PORTFOLIO
The challenge
How do you turn brand appreciation into active participation? DUVEL already had a distinctive brand identity and a strong connection with art. The challenge was to reach the right creative communities, inspire meaningful participation and turn that engagement into broader brand awareness.
The idea
Don't just admire art. Become part of it. We brought DUVEL's creative spirit to life through a digital art experience built around its iconic glass. The campaign unfolded in three connected stages: an interactive online art exhibition featuring international artists, an open design competition inviting the creative community to reimagine the DUVEL glass, and a multi-platform social campaign that amplified participation and celebrated the results. From professional artists to everyday creators, everyone was invited to leave their mark.
The impact
From creative participation to measurable brand impact. The campaign transformed DUVEL's artistic heritage into a participatory brand experience, connecting creative communities through digital platforms and real-world engagement. The results demonstrated the power of creativity to drive both participation and reach.