The phrase “life is a wild field” has gone viral in recent years, striking a chord with young people tired of the rat race. It’s become a mantra for those embracing a slower, freer, more intentional way of living. Tapping into that mindset, Löwen White Beer launched a short film under its “She Power” initiative titled Life Was Meant to Be a Wild Field. The film encourages graduates—especially women—to take bold steps and make fearless choices.
Löwen White Beer is made for a new generation of drinkers: people aged 25 to 40 who value travel, freedom, and individuality. Its distinctive look was designed by Pan Hu, with contributions from internationally renowned sculptor Martin Morck. Even before launch, the beer’s design won both the 2019 iF Design Award in Germany and the A’ Design Gold Award in Italy.
Unlike typical alcohol ads filled with parties and loud celebrations, Löwen’s short film takes a more grounded approach. It avoids clichés and preaching, choosing instead to reflect real-life desires. Scenes of women hiking into the wild or turning city blocks into street art challenge the narrow definitions society often places on success. Löwen appears in these moments not as a sales prop, but as a natural companion for those carving their own paths.
The campaign doesn’t stop at film. Löwen also partnered with Tencent Video to co-produce Wild Field Planet, a reality series that invites viewers to explore untamed landscapes and rediscover a sense of freedom.
The phrase “life is a wild field” resonates because it suggests open space, choice, and the courage to go off-script. It invites young people to step away from rigid expectations and ask what they truly want from life. Through this campaign, Löwen isn’t just selling beer—it’s building a real emotional connection with a generation that values authenticity. It’s a timely move that could help the brand stand out in a crowded market.