AKQA’s idea for BRLO is interesting because it is buying un-votes. Presumably, AKQA did all the legal checks.
The activation, Less Hate, More Hops, for boutique beer brand, BRLO, uses beer prices to counter the German Far-Right. The fewer votes the far-right Alternative für Deutschland (AfD) receives in the 2025 federal election, on Sunday, February 23, the cheaper the beer will become.
The activation is part of the brand’s 10th and its long-standing commitment to DEI and an evolution of the brewery’s values. BRLO has also championed Pride initiatives, was the first beer brand to feature female football players on its cans and has consistently used creativity to foster dialogue and progress.
“Beer has always been about bringing people together, and BRLO has built its brand on openness and diversity,” stated Kai Heuser, executive creative director at AKQA Berlin. “With Less Hate, More Hops, we’re turning that philosophy into action—harnessing creativity not just to spark conversation but to drive real-world change.”
The activation will launch across out-of-home, social, and digital platforms, using bold messaging and striking visuals to rally voters in support of an open, diverse, and more inclusive future. The final discount on BRLO beer will be revealed once election results are in.
“Our 10th anniversary isn’t just a celebration, it’s a call to action,” stated Katharina Kurz, managing director and co-founder of BRLO. “We believe in a Germany that is open, tolerant, and diverse. Through this campaign, we want to mobilize people to stand against hate and exclusion – one beer at a time.”
The activation was launched at BRLO’s anniversary party on February 12, with beer lovers and democracy supporters raising a glass to a future with less hate and more hops.
