THE BRIEF
Mill St. Brewery, a local brewery from Toronto, Canada, came up with a new lineup of beers with fresh flavors for summer. They wanted to make a big splash with their out-of-home pieces.
INSIGHT & STRATEGY
The insight we had was: "Trying something new can be uncomfortable, but it gets easier if we know what to expect beforehand."
Our strategy was to target occasional craft beer drinkers living in Toronto, who are often confused by the funky can designs and whimsical language that give them no idea what to expect in terms of taste. We wanted them to consider Mill St.'s new seasonal innovations by showing that Mill St. keeps the language simple while introducing new styles with familiar flavors.
Our strategy was to target occasional craft beer drinkers living in Toronto, who are often confused by the funky can designs and whimsical language that give them no idea what to expect in terms of taste. We wanted them to consider Mill St.'s new seasonal innovations by showing that Mill St. keeps the language simple while introducing new styles with familiar flavors.
CREATIVE PROCESS
After a long and tedious process of finding the right words to fit this strategy, we came up with the tagline "Made By Mill St." Once the tagline was locked in, we experimented extensively with the visuals to bring it to life. Here are some that did not make it to production but are still worth mentioning. These were all created in Illustrator/Photoshop using stock images and 3D renders for the purpose of approval.
APPROVED
The concepts presented below are simplified versions of some of the many concepts shown in the earlier section.
PRODUCTION & POST-PRODUCTION
The goal was to get a balancing artist to physically build a version of these so we could shoot it directly, but the budget didn’t allow for that. Instead, we shot each piece of fruit and each can individually in the studio and pieced them together in post-production. The final result is a composite of multiple images, creating a spectacular balancing act.
BEHIND THE SCENES
Here’s a little sneak peek into the efforts that went into bringing this to life.
SOCIAL AWARENESS ASSETS
SOCIAL CONVERSION ASSETS
IN THE WILD
We found some of these on local bus shelters and other high visibility areas in Toronto.
Credits
Client: Mill St. Brewery
Agency: draftLine YYZ
Agency: draftLine YYZ
Agency Head: Krisztina Virag
Operations Lead: Valentina Lecuona
Business Lead: Cami Armand
Creative Director: Henrietta Poon
Copywriter: Mathew Torresano
Art Director: Dheeraj Govindraju
Designer: Alex Quigley
Strategist: Berk Genel
Photographer: Hayley Buckham
Business Lead: Cami Armand
Creative Director: Henrietta Poon
Copywriter: Mathew Torresano
Art Director: Dheeraj Govindraju
Designer: Alex Quigley
Strategist: Berk Genel
Photographer: Hayley Buckham
Retouching/Compositing: Adam Nigro
Production: Brandon Cox
Production: Brandon Cox
