SELECT WINNERS YEAR

London International Awards

2022 Winners and Finalists

Regional Independent Agency of the Year: Australia and New Zealand
Howatson+Company

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Entrant: Howatson+Company, Australia
Brand: Matilda Bay
Title: "Rejected Ales"
Corporate Name of Client: Matilda Bay Brewery
Client Head of Marketing: James Aris
Client Head of Sales: Daniel Watson
Master Brewer: Phil Sexton
Brewing Team: Angus McDonald/Bruce Peachey/Elle Macaione/Harry Sexton
Media Company: PHD
PR Company Business Director: Georgia Price
Agency: Howatson+Company
Agency Chief Executive Officer: Chris Howatson
Chief Creative Officers: Ant White/Levi Slavin
Executive Creative Director: Gavin Chimes
Senior Copywriters: Tim Smith/William Halstead
Copywriter: Riana McKenzie
Senior Art Director: Giles Watson
Design Agency/Designer: Brogen Averill
Design Lead: Ellena Mills
Art Director: Tom Macphail
Agency Head of Art: Leslie Sharpe
Agency Head of Production: Holly Alexander
Agency Group Account Director: Ollie Wearne
Agency Account Director: Madde King
Agency Planning Director: Sam Butcher
Editor: King Yong
Production Companies: Howatson+Company/Work Works
Videographer: Remy Brand
Sound Production: Heckler
Photographers: Connor Vaughan/Tim Kindler
Retoucher: Ken Lui

Description:
It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards. They called it the Original Ale. To promote this perfect brew, we released the almost perfect rejects. Rejected Ales, the best beers you were never meant to taste. With names like ‘Yeah…nah’, ‘Keep dreaming’ and ‘Ballpark’, each of the 27 cans featured a story of their delicious rejection, distributed in bottle stores and brought to life in fridges, outdoor, press, film and radio. Sample packs were sent to journalists and influencers a brewer’s logbook that documented the entire odyssey.