London International Awards
2022 Winners and Finalists
Gold
Non-Traditional
Beverages - Alcoholic
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:
Creatively, when you think of beer advertising, you think of big TV commercials. This campaign leveraged an entirely new media space in the final three feet of purchase - the beer cans themselves - building a brand while disrupting the consumer journey and ultimately driving sales.
We further broke with industry convention by doing the opposite of what our competitors do and expose our failures (albeit delicious ones). By releasing a range of 27 Rejected Ales, we proved Matilda Bay’s dedication to perfection and drove significant sales of Original Ale; the beer we were briefed with promoting.