Craft Academy
The Brief
The challenge of this brief is to inspire consumers and customers, amplifying the Craft Academy with an integrated brand campaign.
The aim is to produce big ideas for an advertising and social campaign to discover new talent and unlock potential for young people in the brewing industry. The idea should work across many aspects of advertising, from social media channels to digital out-of-home advertising.
The Solution
"Craft Your Creativity" is a campaign line that has multiple meanings, engages our audience and what we want them to achieve through the Craft Academy.
The Campaign
The campaign idea lies with trying to find creative young brewers through social media channels. This will be done by posting a type of competition on social media which will ask young brewers to create and send in their most creative and innovative beer ideas using whatever ingredients they believe will work.
This allows us to cut straight through to the most creative and innovative ideas and allowing for the Craft Academy to discover the most potential.
Individuals with approved ideas will have the opportunity to attend a beer tasting session where they will be asked about the flavours in the beer to further test their knowledge of brewing.
The most successful young brewers through this system will be offered job opportunities with the Craft Academy.
The Posters
There was a common theme in terms of design with Craft Academy, they opt for quite an edgy and illustration based theme throughout all their beer bottles and on their website.
The aim was to base everything around the beer while still keeping the theme of the Craft Academy. In addition, we aimed to keep the colour scheme as similar as possible, keeping their yellow theme, while also keeping their line 'unbolttling potential'.
We designed the posters as leaflets to give them a more informative element and they will be displayed in the places of interest of our target audience, such as; colleges, universities, pubs, bars and shopping centres.
We also put the posters on beers mats as they will hit directly at our audience and believe that they will be very eye catching amongst other generic beer mats. We also feel that this type of advertising will target individuals who haven't thought of a career in brewing but have a passion for beer.
