Disciplines:

Corporate identity campaign through PR / Digital / SoMe and / or Employer branding

The Audience / conversation partners. Pick your favorite:

Internal stakeholders: employees, partners

External stakeholders: media, authorities, customers, consumers & potential employees

Extra-focus on Gen Z, no matter what you choose.

The Challenge

1.Make URSUS BREWERIES as relevant, meaningful, loved and famous as its legendary brands, via a Corporate Identity campaign, using Digital / SoMe & PR as main disciplines.

It’s your choice to either:

create a Corporate Identity campaign focused on Employer Branding and the company’s inner world or

a Corporate Identity Campaign focused on its external audience and its wants & needs

What’s the starting point ?

2.Tradition & innovation, people & sustainability are the 3 core pillars to consolidate Ursus.

Up to you to suggest a new direction or to build the campaign on the existing ones, if this is what could help consolidating Ursus’ position, as one of Romania’s most iconic, contemporary, influential brands contributing to the country’s evolution.

Current relevant causes for Ursus

Focus on sustainability

*Plastic reduction: the company reduced the amount of plastic placed on the market by 28%, surpassing the target set for 2030: https://bit.ly/3LpfTk9

Focus on Nature

*Bear habitats’ protection & support, in the Făgăraș Mountains - https://bit.ly/3JMkH2g

and the associated local communities: https://bit.ly/4owyxF5

*Keeping the nature clean: https://www.bereciucas.ro/natura-curata

Focus on Society

*Addressing the gender gap topics: a campaign dedicated to female business talent, to join and perform in sales or technical departments: https://bit.ly/47N6rhF

*Support for vulnerable communities

Focus on responsible alcohol consumption

• Preventing underage drinking - https://bit.ly/47xTvNV
  *”Don’t drink and Drive” (programs alongside the Romanian Police & authorities to reduceirresponsible alcohol consumption among adults)

*Launching Zero la mie app (festival activations, promo content - https://bit.ly/4hS85n3 )

Focus on Education

*Trainee program: Go graduates https://bit.ly/4hNUDjQ

*Partnership with 11 educational institutions in Bucharest, Cluj, Timișoara, Buzău, and Galați, Ursus Breweries awarded 48 study scholarships and 11 internship scholarships (2024-2025)

*In partnership with #TheAlternativeSchool, supporting marketing and advertising talent in accessing international knowledge so they can influence audiences through communication that drives constructive change. Over 80 scholarships offered in 2024-2025 / 2 Young Lions teams sent to Cannes Lions 2025.

Focus on employees as community of experts

The deep sense of continuity is part of the company’s DNA. Many of THE 1500 employees have been with the company for years, carrying forward the craft, skills, and pride of brewing. Their experience and dedication are at the heart of Ursus.

Explore all programs & the sustainability report:

https://bit.ly/43WjPyT

Context:

• Everyone knows the company’s beers. Few know the story.

• Ursus Breweries enjoys strong brand equity through its iconic portfolio, but the corporate brand itself lacks a clear and distinctive identity in the public eye.

• The challenge is to clarify, propose directions and communicate what makes Ursus Breweries unique — the scale of its impact (current or future), leadership, people, and commitment to sustainability — and build stronger recognition and preference for the company, behind the beers.

Deliverables:

A. Max 2 pages PDF explaining:

Your selected choice (Internal or External corporate communication campaign and why this is “The most urgent / relevant” choice – 2-3 lines) \ The INSIGHT - (PROBLEM TO BE SOLVED – 2 lines) \ IDEA – 2-4 lines / STRATEGY / 6-8 lines (Explaining how your campaign will use the insight to address and solve the problem) / The Expected outcome – 3 lines (Optional: Budget. Its essence: small budget, big impact. No need for details, just a short, general overview, max 3 lines)

B. 3 visual solutions of your choice, supporting your campaign. (At least one should be social media related, at least one should serve as complement for a headline all press is interesting in debating). The videos – if included – shouldn’t be max 2 min long.

C. An A 3 landscape board to include:

The name of the team and the title of the campaign

• INSIGHT - (PROBLEM TO BE SOLVED) / IDEA / STRATEGY (Explaining how your campaign will use the insight to address and solve the problem)

• At least 3 relevant visuals

DEADLINE: December 9, 10 AM. Send the deliverables via a Google Drive link to andra@thealternativeschool.com

Extra-info:

About Ursus Breweries

Ursus Breweries is the largest beer producer in Romania and the local market leader, part of the international group Asahi Europe & International. With a tradition spanning more than a century, the company employs over 1,500 people and operates three modern breweries in Brașov, Buzău, and Timișoara, as well as a microbrewery in Cluj-Napoca, dedicated to innovation and new recipes development.

Ursus Breweries stands out in the Romanian beer market through three essential dimensions.

1. Tradition & history
   Ursus Breweries safeguards some of Romania’s most iconic beer brands, with over 700 years of combined heritage. Its portfolio — including Timișoreana (1718), Ursus (1878), and Ciucaș — preserves Romanian roots while innovating for evolving tastes, including Gen Z. Alongside local icons, it offers global premium brands such as Asahi, Pilsner Urquell, and Peroni, plus non-alcoholic innovations.

2. People-oriented culture
   The company operates in a people-centered ecosystem — employees, partners, and consumers — and fosters Diversity, Equity & Inclusion. Long-tenured teams carry forward the craft and pride of brewing, ensuring continuity and expertise.

3. Sustainability & responsibility
   Sustainability is core to its identity — from reducing emissions and optimizing resources to supporting communities and promoting responsible drinking. Together with heritage and a people-first culture, this commitment defines its role in the Romanian beer market.

How to crack the brief. What you should look for:

1. Think beyond the category.
   Ask yourselves: How can we create an idea so strong that it sets a new standard for beer and inspires other categories too?

2. Start from real societal challenges.
   Look at Romania’s current issues — especially Gen Z. Prioritize them.
   Identify which can be meaningfully addressed through a corporate campaign that helps society and strengthens Ursus’ role as a catalyst and contributor.
   If you pick the Employer Branding route, think of a campaign that is both authentic to company’s community of experts while offering an internal communication program to attract exceptional talent in the near future.

3. Find a sharp insight.
   One that triggers an “Evrika!” moment when expressed.

4. Be genuine & useful. Stay away from meaningless bla-bla.

5. Remember: it’s a beer brand.
   You’re encouraged to use good humor, even when solving serious problems.

6. Design with intention.
   Use white space. Keep visuals and messaging clear.
   Choose typography that reinforces the idea and its clarity, when expressed on the Board.

7. Write concisely.
   Don’t repeat the brief. Avoid unnecessary words. Keep it simple.