Breaking this month, new print, poster and online advertising for the North Carolina Craft Brewers Guild, Raleigh, N.C., will show the state's legislators a new political map. No more red districts, no more blue; instead, the Tarheel State is now drawn up in a beery rainbow of straw, wheat, amber, tan and brown. The ad's headline--its only copy--reads, "Turns out we're." The work is advertising agency BooneOakley, Charlotte's first for the new client.
The dual goals are to both attract new craft beer drinkers, especially those a bit older and more affluent, and also to influence lawmakers. A bill to modernize the state's brewery laws is currently under consideration.
The advertising will run as a print spread, in Our State magazine, and as an 18"?x 36" poster, which will be direct mailed and also displayed at points-of-purchase and via wildposting. It will also run online, at ncbeer.org and on other owned social media.
The gerrymandered map is comprised of 147 pint glasses, all filled or partially filled with actual North Carolina craft brews. All were rigorously taste- and quality-tested by the agency.
Creative credits go to BooneOakley creative directors David Oakley and Jim Mountjoy; art director Laura Beebe; and copywriter Steve Lasch. Photography is by Charlotte-based Mike Carroll.
The North Carolina Craft Brewer's Guild is a non-profit association of North Carolina brewers, vendors, retailers and craft beer enthusiasts. The state has the most craft brewers in the American South (203), and its craft beer production is growing at the second-fastest rate of any state in the U.S., after California. ncbeer.org
BooneOakley is a full service, independent advertising agency, with other clients including Bojangles', the Charlotte Hornets, Mellow Mushroom, Sunbelt Rentals, Wells Fargo Championship (golf), Autobell Car Wash and The Mint Museum. booneoakley.com