Kirjeldus
Rock has been tough guys beer from the very beginning. But the world has changed – true men of today are teddy bears with beards. Rock had to find a way to lift its uncompromising nature to suit the new world’s values. And to do so without losing its face. Rock believes that all Estonian men are legendary. Specially for their loved ones. This Youtube and TV3 Play short doc was the central axis of the ROCK #LEGENDARY campaign that was created to bring back the confidence of Estonian men. Wives, sisters, brothers, daughters, sons and friends were able to give recognition to their legendary men through social media and win a #LEGENDARY T-shirt for them. The video got 70K+ views and over 500 men got promoted. The campaign earned many articles in mainstream media and raised Rock beer sales +25%
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