Craft Academy is a craft beer company that prides themselves in creating opportunities for young people to get into the brewing industry via apprenticeships. The brief they set wanted big ideas that could help advertise their apprenticeship. They wanted it to include digital-out-of-home advertising, social media and a new range of beers. 

My submission was based around the idea of potential brewing in everyone which fits with Craft Academy's tagline, 'Unbottling Potential'.