I found this message right by Citadines. This message was created by the ad/pr team of 1664, a French Beer. The color coordination on each sign attracts attention and the contrast between the signs’ colors. People who do not drink alcohol or struggle with alcohol addiction may pay more attention to the ad, as it advertises nonalcoholic beer. Those who drink alcohol, specifically beer, may disregard the ad once seeing the large 0.0%. Sober lifestyle and values are appreciated in this advertisement, but non-sober lifestyles are inherent to the advertisement too, as one may drink this at social events instead of alcoholic beer. I think the signs say something along the lines of “carte blanche at any time”(carte blanche meaning literally blank check but also freedom) and subsequently, “Monday night fever”. The message is being sent to show consumers that 1664 produces the same beer that is known and loved, but also for those who don’t drink alcohol. I think the message is ethical and inclusive, as it is simple and its message seems encouraging and inviting.
