Toronto's Mill St. Brewery launched a new lineup of refreshing summer beers, aiming to make a splash with out-of-home ads. Our insight? Trying something new can be intimidating, but it’s easier when you know what to expect. Targeting occasional craft beer drinkers often confused by quirky can designs and vague descriptions, we showcased Mill St.'s straightforward approach to introducing innovative yet familiar flavors. After extensive exploration, we landed on the tagline "Made by Mill St." and crafted a striking composite visual, featuring individually shot fruit and cans, to embody this message in a captivating balancing act.
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BEHIND THE SCENES
Here’s a little sneak peek into the efforts that went into bringing this to life.
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
