We launched Take Craft Back, the largest crowdfunding campaign in history, asking craft beer lovers to help raise the $213 billion needed to buy AB InBev. The campaign was not about a literal victory, but a moral victory to generate awareness. We created an entirely social campaign aimed at getting people to pledge and support the independent craft beer cause.
We got over one billion impressions, incredible social spread, and a movement that made craft beer lovers everywhere raise their glasses.
TAKE CRAFT BACK
Client: Brewers Association
Creative Director: Patrick Campbell
Copywriter: Alexa Thomas
Art Directors: Kay Borleis + Virginia Greene