CREATIVE PARTNERS
Kent MacDonald | Art Director
Trent Jones | Copywriter
TENSION: Rural culture celebrates the end of the workday. Where urban culture celebrates the hustle itself. Busch owns “off-the-clock” culture in rural Ontario, but urban culture has no visible identity for downtime.
THE BIG IDEA: The Busch Collar — White collar by day. Busch flannel by night.
TAGLINE: Labour Long. Lager Longer
The Busch Collar will be given away as merch in the 30 rack.
Using themoral-technology, Busch beer cans will appear in white collar shirts when warm, and transition to a Busch flannel collar when chilled.
OOHs follow an A + B format. Side A gives the shirt a superman moment by zooming in at the reveal. Side B leans into the Busch collar. With high contrasting typography it leans in and highlights the benefits of Busch beer. Side be is about the fully revered Busch collar being celebrated.
Social spots will feature the reveal in a quick humors way.
This XM event will have customers change over into the Busch Collar to gain acsess to the beer garden. With live music, corn hole, bocce ball, and horseshoe tossing, they can relax, unwind, and chill out.
