Paulaner USA
BROTHER BARNABAS SPEAKS
In a first-of-its-kind activation, The A Team combined innovation and heritage to bring Brother Barnabas, Paulaner’s legendary monk and brewmaster, to life through artificial intelligence.
This AI-powered social media campaign reintroduced the classic beer brand to a new generation of drinkers - blending humor, interactivity, and tradition. Using engaging short-form videos, Brother Barnabas playfully quizzed followers with brand trivia, inviting them to join in the fun. Participants who answered were entered into a sweepstakes to win a trip to Munich, deepening engagement and strengthening brand loyalty.
The result: a modern, tech-driven beer marketing campaign that celebrated Paulaner’s storied history while building meaningful connections with today’s beer enthusiasts.
