ASTRA – St. Pauli Adventskalender

For the first time in history, St. Pauli, the red-light district and entertainment centre of Hamburg, was completely closed in December 2020. Many pub owners were struggling with the effects of the pandemic. That’s why ASTRA, the beer brand based in St. Pauli, came up with the idea for this campaign. As advent calendars are a popular German tradition, every day from the first of December a little door was opened, and a gift could be found behind it. 24 different pub doors were opened, and that St. Pauli feeling was brought home to their respective fans via Instagram. They had the chance to win typical St. Pauli items and were encouraged to donate money to their favourite pubs.