No one could ever tell for sure why Isa Boletini, one of our Founding Fathers, was a day late after Albania declared its independence in 1912, until the big revelation one hundred years later.
He was getting beers to celebrate, according to Birra Tirana.
Broadcasted among a plethora of commercials during the 100 years of independence festivities, this ad not only stood out, but became a topic of a hot debate between more conservative guardians of history and their younger counterparts who didn’t mind a joke once in a while.
It was settled, of course, with a beer.
For years beforehand, the beautiful model, Afërdita Dreshaj, was the face of Kuqalashe beer. Our challenge was to refresh her image, by creating an elusive beauty that appears only when you open that beer bottle.
We produced a series of campaigns in a number of settings, by giving the TV commercials a twist, showing that great things don’t come easy, but when they do, they’re breathtaking.
The campaign became an instant hit across Albania, and the last part of the dialogue is still used as a catchphrase.