With this Campaign, the goal was to position Sierra Nevada as the quintessential lifestyle beer brand that cuts through the typical bullshit advertising—giving our drinkers a window to real outdoor moments and places. We searched out real stories of people finding hidden treasures in nature. Then followed them as they showed us their secret places outdoors. At the same time, keeping our footprint light to better integrate with the adventure and enjoy the outdoors.
What I did:
Concept Development
Creative Direction
Brand Direction
Agency Management
Dirty Devil River Ride - DOOM
All human-powered adventure with Steve Fassbinder, aka Doom, his girlfriend in the desert southwest. There they will show us the Dirty Devil River, which only flows for a week or two a year. They bike to the put-in of the float~20 miles or so, then float/camp on the river. We will follow them as they pass through some incredible slot canyons and finish with Sierra Nevada, the beer that refreshes the spirit.
Club Gloo
The 3rd annual Igloo party in a secret location in the Indian Peaks. Joey Schusler) and his tight-knit group of friends will take us on a journey to a secret location. There they will build igloos to spend the night in the gloo’s. Then the next morning, they will hit the backcountry, catching turns. Thought the film Sierra Nevada will be highlighted as the beer that refreshes your spirit as you enjoy a great experience outdoors
How to Adventure
We targeted the media in the core markets with a first-person account of adventures just an hour outside your city. We wanted the viewers to feel like they were with the filmmaker and enjoy the outdoors.
Escape
In this city, we love to escape the noise and bustle of city life. So it's a beautiful thing when we leave the office behind us and open up a cold one after a day of enjoying the outdoors.
Beer Fish
We also had a bit of fun with the messaging; we were a core sponsor for the Banff film fest, and rather than do the typical outdoor advertisement, we took a more humourous approach. We connected with the auidence and provided plenty of laughs.