The new campaign for the traditional beer label DUCKSTEIN from Lower Saxony, which belongs to Danish Carlsberg Breweries, takes a new approach with unusual picture material. You can't explain taste, you have to feel it," says Holger Lindhardt, Executive Creative Director at the Hamburg-based Philipp and Keuntje Agency. MARKUS MUELLER not only shot in the studio, but also spent time on the Canary Islands where he captured the perfect landscapes – among others on La Gomera, Tenerife and Fuerteventura. The first two motifs can now be seen on 18/1 posters and as advertisements in various magazines. Further motifs of this unusual beer campaign are coming soon.
CREDITS
Client Duckstein, Carlsberg Group
Advertising Agency Philipp und Keuntje
Art Director Johannes Appel, Christian Schütze
Post Production Simon Geis
Photographer Markus Mueller
About MARKUS MUELLER
Like few other photographers Markus Mueller knows how to use visual means – depth in particular – to create places that invite discovery. Throughout his work he rejects the obvious and embraces the freely associative.
Markus Mueller's path to photography was preceded by a detour through the humanities. He began a degree program in history and political science in his hometown of Dresden, but while slogging through dreary texts he discovered his love of images, and decided to leave university and concentrate on photography instead. He first worked as a photographer’s assistant, and later enrolled at Berlin’s Lette Verein school, earning his diploma in 2003. Since then he has lived and worked in Germany’s capital, where his office is now based.
In addition to his art photography, Markus Mueller is known for his sophisticated work in advertising and is an internationally sought-after photographer for clients such as Adidas, Volkswagen, Land Rover, O2, Hornbach, Mercedes-Benz and Panasonic. Even in his commercial projects, Markus Mueller eschews the functional and instrumental and seeks to create timeless, enduring images. He has received numerous awards for his work, including a Clio Award, an Epica Award and a WPPED Cream Award as well as prizes from ADC Germany, ADC Europe, Cannes Lions and D&AD London.