We decided that craft beer was for those different from the mainstream crowd, who drink mainstream beer. Therefore, we named the campaign "rebelish".

Our audiences includes those who like to break rules, but within boundaries. 

Our guerilla marketing involved designing stickers to be placed around Hong Kong on signs with minor public awareness rules, such as "Mind Your Head".

The QR code on our stickers would then lead our audience to a mini-site. This mini-site would showcase The Code of Conduct for the Beer Renegade. A set of vows for our consumers regarding Rebelish acts would allow them to enter the mailing list for a private craft beer event hosted by Hopleaf. 

At the event, guests would be welcomed with a leather-bound pamphlet with the entire Code of Conduct inside. To encourage guests to stand out even more, beer will not be served in regular plastic cups, but rather in plastic snifter cups - made especially to enjoy craft beer. 

 

 

 

 

Adding to the mini-site, this pamphlet will showcase the many brands and beers that Hopleaf imports. 

In order for the hashtag and campaign to live on, users will be encouraged to use #rebelish to show off their daily rebellious activities.