Deschutes Brewery

We were hired to develop and execute a 100k/mo digital advertising campaign, over 200 creative components including stills and animation. Building characters for each ‘hop’ profile using graphic design, creative copywriting and animation, our playbook for social media delivered comprehensive personalities and voice for each. Every market had unique voices for the character - for example in Minnesota the character might say ‘hop fresh, you betcha’ whereas in San Francisco they might say ‘always hazy, prolly sunny’. We kept the characters gender neutral only using they, them pronouns. Our target audience was the 21-26 year old beer enthusiast with secondary demos of 26-35 and 31-35. We absolutely crushed the digital objectives far surpassing original approved goals. Our characters were used via multi-mediums including LED rings at stadiums like the Moda Center, Pac-12 games, Climate Pledge arena and more. We crafted basketball, hockey and football animations and stills to support their game sponsorships. Over 5 months we saturated 11 markets where key distributor efforts were taking place and ignited the audiences, immersing them in our hop characters!