THE DEMOCRACY DISCOUNT

Role: Creative & Art Direction
Agency: AKQA Berlin
Client: BRLO

To celebrate 10 years of inclusive, norm-breaking beers and initiatives from Berlin brewery BRLO, we turned their anniversary into a political statement. As right-wing populism gained momentum across Germany, silence wasn’t an option. So we built a simple but powerful idea: the fewer votes the far right received, the cheaper the beer became. A reminder that while beer is good, openness is even better.

When Germans open their hearts,
BRLO opens their taps.

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“Our 10th anniversary isn’t just a celebration; it’s a call to action. We believe in a Germany that is open, tolerant and diverse, so we aim to mobilise people to stand against hate and exclusion, one beer at a time.”

KATHARINA KURZ

MANAGING DIRECTOR AND CO-FOUNDER, BRLO

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Less Hate, More Hops.

Every political campaign
starts on the streets.

↳ Launched on the day of BRLO’s anniversary party, the next morning Berliners woke up to posters, mobile out-of-home and social posts colouring the city to initiate the conversation. 

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The fewer far-right votes
=
The cheaper the beer

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Awards

2025 D&AD | 1x Shortlist

Credits

Client
BRLO

Managing Director & Co-Founder
Katharina Kurz

Head of Marketing
Theresa Hüning

Social Media & Content Manager
Will Wharton

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AKQA Berlin & Copenhagen
Chief Creative Officer
Peter Lund

Managing Director
Felix Rompis

Executive Creative Director
Kai Heuser

Creative Director
Noé Sato

Associate Creative Director
Simon Magnusson
Ailton Henriques 👋

Motion Designer
Thor Hedegaard
Leo Zitouni
Laure Alnot

Designer
Andrada Has

Strategist
Marco Liebscher

Copywriter
Noam Kästner
Julia Sumpf

Marketing Operations Coordinator
Adam Dalton

Credits

Audio Production Company
DaHouse Audio

Music Producer
Lucas Mayer
Wonder Bettin

Mix and Sound Design
Wonder Bettin
Victor Nogueira
Rodrigo Deltoro

Executive Producer
Cassiano Derenji

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3D Production Company
Form&Fun

Founder & Design Director
Frederico Felix

Founder & Creative Director
Icaro Diniz

3D Artist
Fernando Matias