THE SEND IS NEAR.
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.
Also, 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.
+ Sourcing Athletes
+ Ad Design & Layouts
+ POP Displays