What: Brand Collateral
Role: Creative lead / Copywriter

Grolsch is a beer with a history of doing things differently. They have a unique swing-top bottle and were one of the first to use a two-hop recipe. With that in mind, they came to us with a new brand position, Unconventional by Tradition, which we were tasked with making relevant for a discerning, urban audience.

Being an inherently inward-looking line, we knew for it to resonate with the brand's core demographic of young urban drinkers, we would have to celebrate their everyday creative thinking, rather than just the beer's clever past.

We celebrated the ingenuity of our audience with two scenarios: a group of friends with the bright idea of camping on a rooftop in the city, and another group staging an impromptu outdoor film premiere with whatever assets they had at hand.

These two scenes and the stories surrounding them allowed us to refresh all of Grolsch's global visual assets, set a new inclusive tone of voice, and create digital content for markets to initiate their own local activations.