ABOUT

After eight years in Asia, 1664’s awareness remained low. To make a mark with its identity, and to become more than a beer, the brand needed a place in culture. Guided by its ‘Good Taste with a Twist’ platform, and the belief that true elegance defies expectation, 1664 entered the region’s most meaningful moment of the year through a bold artistic collaboration. Partnering with Camille Walala, the brand reimagined festive traditions as joyful, contemporary, abstract artworks; creating a celebration that tripled customer orders and garnered 350 pieces of press coverage.