That’s Just How We Brew It
Against The Grain
The Challenge: Against The Grain is a microbrewery from Louisville, Kentucky, born to defy the brewing status quo. They insist and prove that amazing beer can be fun, not too stuffy or proper for a good time. So, how can we turn this microbrew into macrobrew?
The Solution: Creating a campaign that showcases Against the Grain beer full of personality and fun. From that weird flex about being a nepotism baby to owning your reputation as a momma’s boy, you can bet the crudely named beer will call you out.
Social Media
Out-Of-Home
Stunt: There Might Be Beer Here.
Against the Grain will host a patio event, "There Might Be Beer Here," in Boston's Seaport District. Without knowing what the pop-up will entail, 500 individuals can sign up online. They’ll then receive a colored ticket with the event details via email. Upon arriving at the location, participants will be broken into teams based on the colors of their tickets and play a series of games to win a year's supply of Against the Grain beer featuring their team's name.
The randomization of teams will encourage the melding of different personalities (and maybe encourage some to lighten up a little). We can't guarantee they'll all get along, but one thing's certain: Nobody's "too grown" for a little friendly competition.
At the event, they will be playing the following games:
Beer Bobbing
Just like traditional apple bobbing, but with Against the Grain beer!
Can Stacking
Stack as many cans of Against the Grain beer as possible in a minute.
Booze Balancing
Complete a 25-person relay race as fast as possible, while balancing a cup of Against the Grain brew on your head.
The QR code on the OOH will lead consumers to a sign-up page where they can join the list for the upcoming event. That’s when they’ll receive their personalized tickets by email (with their assigned team color), and at the event, they’ll be surprised with their team’s shirt.
The team names are: Metro Boozin’, IPA Lot, The Relief Pitchers, and Workin’ On My 6-Pack
