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.

BREWERS ASSOCIATION

TAKE CRAFT BACK

CONCEPTUAL THINKING 

ART DIRECTION

VIDEO PRODUCTION

DESIGN

SRGWebsite_BA_CaseStudy_1600x700_WEB.jpg

Client: Brewers Association

Agency: SRG

Creative Director: Patrick Campbell

Copywriter: Alexa Thomas

Art Directors: Kay Borleis + Virginia Greene

 

2017