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This Mysterious, Black Print Ad Can Only Be Read by Shining a Light Behind It


SABMiller positions its Abraxas beer as an "equinoctial brew for the chosen few." It is made just twice a year, and is pitched as the beverage of choice for "restless minds who live to solve enigmas."

Stay with us, here.

If Eyes Wide Shut left you with a modern occult-shaped hole in your life, you might dig the mysterious brew's latest print ad, which appeared in an issue of Peruvian magazine Lima.

Created by Wunderman Phantasia for the launch of Abraxas Ultra Premium beer, the ad looks simple enough: It's a black page that invites users to switch on their smartphone light to access a hidden message.

Once your light is on, you slide the phone along the back of the page to reveal the image of a bottle of Abraxas, coupled with a poetic missive about how few can discern between the light and the dark, and those who can are part of a select order (...of people who now have the option to buy a more expensive beer. Yay! It's basically an elite college fraternity).

The vaguely culty, Indiana Jones-ish vibe is on-brand and may hook just the kind of people they're looking for. We also like that the ad motivates engagement with tools the target already has (a smartphone), instead of forcing people to download a QR code reader or bespoke app they'll only use once. 

Overall, it's cool work that sparks the imagination. Heaven knows I've long sought a less democratic beer targeted specifically to former Myst players such as myself. Finally, someone who gets us!

Client: Backus SAB Miller
Brand: Abraxas
Brand Director: Jose Eyzaguirre
Brand Manager: Sergio Servan del Valle
Jr Digital Manager: Jennifer Conley

Agency: Wunderman Phantasia
Chief Creative Officer: José Aburto
Head of Art: Augusto Landauro
Creative Director: Carlos Altamirano
Senior Copywriter: Diego Figueroa
Copywriter: Andrés Aranguren
Art Director: Narda Grados
Graphic Designer: Gustavo Zamora
Account Director: Fernando Arriola
Account Executive: Fiorella Rojas

Production Company: Phantasia Studio
Director: Sebastian Castro
Edition and Post-Production: Henry de la Cadena
Production Manager: Nerea Marmolejo
Sound Design: Emocionica

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