10 BARREL BREWING CO.
THE SEND IS NEAR
PROJECT SCOPE
10 Barrel Brewing Co. out of Bend, Oregon called us in search of a wild, action sports campaign to promote their most aggressive beer, Apocalypse IPA. We could have gone a zombie route, but instead we went with gravity and velocity sports, with the tagline "The Send is Near." (Because sending it is way more fun than ending it.)
We enlisted local athletes and got them to jump off bridges, bike jumps, and wooden features to make a mountain town living batch of action and lifestyle photography to match the fun-loving messaging.
To tie the campaign together, we decided to show beer cans in less-than-perfect condition, which is not typical for the beer industry. We shook 'em, spattered mud on 'em, and let 'em roll around in the back of our employees' trucks for a few weeks. This made for a more authentic approach and echoed the spirit of the campaign.
DELIVERABLES
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Strategy
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Branding
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Photography
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Copywriting
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Sourcing Athletes
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Ad Design & Layouts
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POP Displays
AD LAYOUTS
POINT OF PURCHASE
BOLD stand-up displays
eye-catching signage
FLOOR VINYLS
tread marks in a store? APOCALYPTIC.
THE SEND IS NEAR
ONLINE
PHOTOSHOOT GALLERY
THE
IMPACT
By showcasing the true spirt of 10 Barrel Brewing Co. and authentically relating to their audience - the brand was able to turn a seasonal campaign into evergreen content. This in turn provided bigger budgets to throw bigger parties and continue the fun. In addition, the campaign performed well in secondary markets, and expanded 10 Barrel’s reach outside of their core geography.