​Two AM Music Global and Ogilvy give Chill Beer a new twist

Sabeco Brewery’s latest addition to the beer family Chill Beer, is the new cool kid on the block and it comes with a fresh new sonic logo.

The campaign’s concept revolves around a series of snappy spots in which a stressful scenario is quickly defused by the introduction of the product. Be it a composer having technical issues, a rapper tearing his shirt during routine, or an absolute nightmare at the hair salon, these films are vibrant, young, and drop the product right into the hero’s seat. 

The sonic logo which can be heard as the product is revealed, comes packed with details relating to the beer's target market and overall vibe. Two AM and Ogilvy experimented with several concepts before landing on what now can be heard in the films, a vocally-driven, punchy Hip-Hop beat, mixed with refreshing and, for lack of a better word, chilling effects. 

“Creating an identity for a fresh brand is never easy, but when it came to the audio, Two AM steadily guided us towards what we were after. Working together was super fun, engaging, and professional.”, said the Ogilvy team.

The interesting quality about Chill Beer’s sonic logo is how it’s presented. Unlike the conventional placement at the end of the spot paired with the logo, the Chill Beer sonic logo appears much earlier on, linking directly into the story's narrative.

“Knowing how the sonic logo was going to be implemented changed how we tackled the production. We knew it had to be short and punchy, but on the other hand it still needed to carry enough of a rhythm to support its more integral placement in the films.”, said Oliver Stutz, Executive Creative Director, Two AM Music Global.