Beer 34, brewed by EFES, wanted to celebrate its earliest and most devoted fans in a way that felt bold, fun, and genuinely connected to beer culture, rather than relying on typical product ads.

The idea was to honor the people who loved the beer most by putting them at the center of the campaign — not just as faces in ads, but as public figures in the city. Instead of celebrating the beer itself, we celebrated the people who love it most.

We identified Beer 34’s most passionate early adopters — the people who were willing to pay far above the usual price just to try a new beer. We commissioned personalized statues of these fans and installed them in the city center as unexpected public art. The statues served as a tribute to real beer lovers and turned curiosity into a bold celebration of community and enthusiasm.