Cannes Lions

The Planet's Favourite Beer

DROGA5, PART OF ACCENTURE SONG, London / BREWDOG / 2022

Digital Proof JPG
Digital Proof JPG
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Digital Proof JPG
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Overview

Entries

Credits

Overview

Execution

In keeping with BrewDog’s pared back and punk approach, the OOH uses Brewdog’s chosen typeface ‘New Grotesk Square Four’. The page is packed full with text, listing all the myriad of ways why Brewdog is the Planet’s Favourite Beer. The type is meticulously set so that it looks like a seamless texture, across all 300+ formats. Between typesetter and copywriter, the typography and content was adjusted to fit each format perfectly. The posters purposely have two levels of hierarchy. They can be enjoyed from a distance and on closer inspection there is much more to discover.

Amongst many OOH formats, we ran executions on planet friendly electric cabs around London. We also stencilled an execution on a wall outside the Brewdog pub in Shoreditch, the graffiti capital of London. We wanted this to become a cultural canvas that invited local graffiti artists to work on top of it.

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