CULTURAL INSIGHT:

big beer has sold out. the only real american beer left is small, craft beer. to highlight this, let’s make small beer big, but just for a week.

There were over 4,100 craft breweries in all 50 states at the time. But they were all different.
So we set out to brew ONE true American beer during American Craft Beer Week.

So we got a famous local brewer to create one recipe and had at least one brewery from all 50 states agree to make and serve it during craft beer week.

Sixteen cans of beer, one large and fifteen smaller, arranged on a white surface with a black background.

We even canned it. We designed each can to have roughly 750 brewery names on it.
So, a 6-pack had all 4,100+ American craft brewery names on it. A truly American beer.

An outdoor billboard advertising a 12 oz. beer can, with the text 'A 12 oz. can has never been bigger,' on a city street at night. The street is illuminated by streetlights, with moving car lights creating streaks of light.
A billboard advertisement for American Craft Beer Week featuring the world's biggest small beer can, displayed on a city street at night with colorful lights and blurred moving buses.
Three posters for American Craft Beer Week, each featuring a canned beer with text in bold red letters. The first poster says 'BIGGER THAN THE SOUND OF A THOUSAND CLYDESDALES.' The second says 'BLOOD. SWEAT. AND BEARDS.' The third says 'THE OFFICIAL CRAFT BEER OF CRAFT BEER.' All posters display the same can of beer at the center and mention the dates May 16-22, with hashtags related to Beer Week.

Agency: Victors & Spoils ECD: Noah Clark CD: Kate McQuail Writer: Brock Johnson AD: Rob Lewis