20-somethings are the fought for, highly valued audience for beer brands among others. Becks Beer wanted to reestablish a presence with this audience, aligning the beer with the fun and life of the 20-something audience. As the creative director and conceptual lead on Becks Beer, I created a full scale campaign that incorporated a Whitney Biennial sponsorship and redesign contest for the beer label, a 4-year brand campaign called The Art of Brewing, television, sales materials, print ads, promotional items and online content the reinvigorated a brand and connected an audience to a brand previously considered old.
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Print and TV Ads