The brief was to create a new brand of beer.

The copy says: " ICE WOLF - Legend has it that in the farthern, most northern part of Sweden, there is a wolf as white as snow and as cold as ice. Hunters have tried to capture so many  times but have always failed. At night, the hunters gather to share their stories about the Ice Wolf while drinking their own brewed beer, named after their true muse. They say that with every bottle a piece of the Ice Wolf's spirit is captured in it. So go on, set your inner wolf free." (Copy written by me)