*live client: Hardywood through the Brandcenter
*pitch winner![]()
Team: Ben Butler (ST),
Tony Fahmy (ST),
Lucie Desvallées (CW),
Leo Cvitanovich (CW), Morgan Maclachlan (AD)
The Ask
Create a seasonal beer campaign for the Virginian craft beer brand, Hardywood. Ideally, the campaign should draw in a younger crowd (21-30) too.
The Main Idea
We came up with a variety of jumping-off ideas but quickly fell in love with creating a ‘Cuffing Season’ beer. This was based on the insight that seasons in the alcohol category have more to do with cultural associations than they do climate.
Problem
To ensure that a Cuffing Season beer would be a good investment, we needed to determine its relevance to current culture and figure out what Hardywood’s role in the season would be.
