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This project was completed before the announcement of the Omnibus Law No. 6487 on Amendment of Some Laws and the Decree Law No 375, which has been published on 11 June 2013 in the Official Gazette of the Republic of Turkey.

Due to aforementioned law alcoholic beverages could not be advertised in Turkey. Therefore age verification is required to view this campaign. We kindly ask you to contact us to get your password.


Founded in 1967, Türk Tuborg is one of the largest breweries in Turkey. Being a pioneer in many areas in Turkey, the company stands out with its quality-oriented structure and emphasis on traditional beer production techniques.

In 2012, I Mean It revamped the outdated visual identity of Tuborg Gold, the brewery’s flagship brand, to create a more contemporary, fresh, and memorable look. In 2013 we had a twofold challenge: to communicate that change, and to continue highlighting the natural ingredients of the beer, explaining why Tuborg Gold was “the beer as it should be.”

Following a nationwide print campaign, we created more than 60 different posters, each inspired by a different visual approach. Some posters humorously referred to industry standards, which involve the use of significant amount of sugar and rice. Others leveraged malt, water, hops and yeast, the four main ingredients of Tuborg Gold. We then created a rich pool of visuals, including illustrations, photographs and typographic compositions.

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