Paskoline - "Paskoline (The Loan Bitter)" by The Golden Drum Awards 2024
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| Title | Paskoline (The Loan Bitter) |
| Brief | The independent Pakruojis Manor Distillery produced a special drink to celebrate the triumph of justice, i.e. Eligijus Masiulis (the former minister of transportation of Lithuanian Republic) sentencing to jail. Why a drink? Because Eligijus Masiulis was bribed by a business conglomerate that dominates the alcohol production and sales in Lithuania and the bribe was delivered in a vodka box.Just in 72 hours after the court announced its decision we created, designed, and got into stores a special drink Paskoline (Loan Bitter).Product name - Paskoline (Loan Bitter) is a word play on loan (Eligijus Masiulis claimed that the bribe was a loan) and type of drink – bitter.Its design tells the coruption story and its ending. The ending is the first impression you get from taking a look at the box – the prison cell window bars. Behind the bottle‘s front label a detachable note – a contract template – is inserted in case police shows up.As alcohol advertising is banned in Lithuania packaging design had to do all the job – excite the nation, tell the story and sell the product which it did in the very first day. |
| Agency | Not Perfect Vilnius |
| Campaign | Paskoline (The Loan Bitter) |
| Advertiser | Pakruojis Manor Distillery |
| Brand | Paskoline |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Packaging Design |
| Length | |
| EXECUTIVE CREATIVE DIRECTOR | R...s El.....nas Subscribers Only |
| Creative director | M...us Lu....us Subscribers Only |
| Art director | Vi.....ja Rum.......ite Subscribers Only |
| Designer | Je.....ina Lu....na Subscribers Only |