Samuel Adams Campaign

Keywords: Pride, nostalgia, culture, background, location, and migration.

Concept:

When you think of the state or city you are from there are certain landmarks, emblems, symbols, traditions, and historical events you think of.  To locals these thing embody their hometown/state.  The concept of this campaign draws on the emotional ties we associate with imagery. Possible imagery include: the California Redwood, the Utah Honeybee, Arizona's Saguaro Cactus Blossom, the Texas Red Grapefruit, etc.

Executions:

• Bottle labels for new brews (Redwood Ale, Honey Blonde, Cactus Blossom Tripel, Red Grapefruit Shandy, etc.) 
• Print ads
• Unconventional OOH (e.g. biodegradable tree wraps posted along the trails in California's National and State Redwood Parks, and beer coasters for local bars, etc.)

Copy:

Each ad would start off describing the importance of the symbol to the region it is associated with and then expand into how it impacts/reflects the consumer's outlook or personality.  The copy would then transition into how it ties into the Sam Adams tradition.  Each ad would end in a line saying something along the lines of, "No matter where you go, you’ll always be drawn back to where you began."  With the tagline reading something like "Inspired by the voyage. Rooted in tradition."