Banter becomes branding
Creative work with gravity
Designing with cultural fluency.
Foster’s has replaced its iconic wordmark with affectionate insults, inviting British men to reconnect with their mates in their own language, created by Publicis London.
We love the cheeky play on the popular but virtuous Coca-Cola named cans and the campaign that speaks to the uniquely British thing of being rude to be affectionate, pub banter culture.
Stunningly shot with the blue creating real impact.
Read more: Why Foster’s swapped its wordmark for swearwords
Catch up on the full issue here: Orbit Issue 04
Explore the latest creative work and catch up on everything else in our Orbit here.
