Brooklyn Lager

Brooklyn Brewery

Brooklyn Lager

The goal of this campaign was to position Brooklyn Brewery’s tentpole product, Brooklyn Lager, as the beer of New York and drive local sales and brand recognition. My concept here was to find common traits between Brooklyn Lager and Brooklyn residents: both being strong, iconic, loud, and bold. We built a compelling graphic and photo-based visual identity that wove together the history of this iconic brand, while still showcasing a modern, sleek look. To embrace our authentic Brooklyn identity I hired all non-professional models who were local Brooklyn residents. I produced both a photo and video shoot, delivering a content suite for multiple touchpoints: a guerilla wheatpasting campaign focused around key zip codes provided by our sales team, digital, social, OOH and paid media placement - all resulting in a 30% increase of local on-premise sales for Brooklyn Lager.