Boak's Brewery
Reasonably Rebellious.
Miami Ad School Instructor: Portfolio Greenhouse Student Work
The craft beer market gets more crowded every day. When Boak’s Beer was ready to grow beyond homebrew, we helped it steal the show at the East Coast’s largest beer festival.
The beer festival was so large, that its tasting lines were infamously, ridiculously long. The only way to get Boak’s noticed by the 36,000 participants was to create a visceral brand experience as memorable as its beer. Our “Reasonably Rebellious” campaign brought Boak’s the People’s Choice Award and led to a giant beer distribution deal.
MOBILE EVENT PROMOTION
We employed 70 Boaks “Line Swappers” (wearing conspicuous Brian Boak red beards and branded t-shirts) to wait on the 84 other beer lines at the festival, so Boaks fans wouldn’t have to. All festivalgoers had to do was engage with Boak’s via our mobile app and they could claim their spot at the front of a line from any Boak’s Line Swapper.
POSTERS
MOBILE APP
Bringing benefits to beer drinkers beat out the big name breweries to win Boaks Beer the People’s Choice Award at the Atlantic City Brewfest — and led to Boaks being served in Giants Stadium.