Project-02
LAGUNITAS
AM I HAZY？
A Beer's Identity crisis.
Team:
Winnie Wan - Art Direction, Copywriting
Instructor:
Ross Patrick
Team:
Winnie Wan - Art Direction, Copywriting
Instructor:
Ross Patrick
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BriefHazy or Not Hazy?
Lagunitas, a popular brewing brand in California, aims to boost the awareness of one of its products, Hazy Wonder. True to its name, Hazy Wonder offers a taste that intriguingly contrasts with its appearance, making it a unique challenge for marketing. Additionally, its current market positioning has hindered its popularity.
Moodboard
Teaser
IdeaWhen the beer identified itself as a lost man.
Imagine a beer overthinking his identity in the real world. It looks hazy but tastes totally different, and he keeps wondering if he is hazy or hazy-ish.
Inspired by Shepard Fairey’s Obey campaign, the guerrilla marketing kicks off with a twist: a beer-headed character wandering the city, pondering question about hazy or clarity. As the buzz grows, the brand will unveil the beer's identity, curate a gallery of fun social media posts, and post out-of-home ads across the city streets.
Instagram Filter
Poster
Wild Posting - Am I Hazy?
Project-02