A platform introducing Beck’s beer in various European cities as the trendy, cosmopolitan alternative. To align the platform with Beck’s international “You’re holding the key” positioning we created Unlock the City, a three-stage approach that built on the idea of using the Beck’s key crest as a symbol to ‘open up’ a city. Beck’s ‘unlocked’ a city by sponsoring the trendiest happenings in town and drawing attention to them. Events included Museum night, International Fashion Week and the International Film Festival.