I’m briefly back in London and it is hard not to notice this poster campaign for San Miguel’s new summer beer, Fresca. (That might have something to do with the fact that 10,000 locations feature the work.)
Created by the advertising agency Saatchi & Saatchi it has involved a collaboration with letter-press artist Alan Kitching to give a distinctive and colourful appearance. This collaboration was intentionally aimed at suggesting “craftsmanship and authenticity” according to Saatchi’s press release.
It is the second example I’ve come across of hand painted advertising being used explicitly in a poster format, although this time in quite a different way to the Anchor butter campaign. However, once again, it seems as though an opportunity has been missed to incorporate some actual hand painted sites within the campaign in a similar way to Stella Artois’ ‘Ritual’ project, among others.
Here is one of the posters in situ: