Awesome Baltica Beer Campaign

There's advertising that you see on a billboards, magazines, on tv, movies, supermarket and preyty much everywhere you look. But when can you actually hold the product in your hand? Well Baltica did it and wow did they do it, what kick ass idea!

This idea doesn't just take on a cool "I can hold it" level, it's more than that. It's there to help you; serve you; and be a hands reach away from you. All of these plus the fact that buses are typically bumpy require you to hold on to it for support. What an idea! Beer that is there for form and function, isn't that the true meaning of design?

On another note can you imagine how people who go to AA feel when they have to hold on to it?