Three Thumbs Up

//  06.08.15


Okanagan Spring Brewery is launching its new Hefeweizen Pack today. This handy 12-bottle pack contains three delicious flavours: Okanagan Spring Sonder Hefe, Okanagan Spring Ginger Hefe and Okanagan Spring Lime Hefe. To support the launch of the brand new pack, Toronto-based creative shop Open and Okanagan Spring have set in motion a multimedia campaign comprising of out-of-home, radio and digital components.

With Sonder Hefe, Okanagan Spring Brewery has created a beer that’s truly German in style and seriously refreshing. This new unfiltered wheat beer has subtle banana-clove flavours, a somewhat dry finish and is fermented using a high- quality imported yeast strain. The Hefeweizen Pack was developed to support this new core product, and introduces two delicious hints of flavor to the refreshing taste of Sonder Hefe.

“The Hefeweizen Pack is a really unique variety pack for us. We haven’t seen many similar packs in the market and we’re really excited to see people’s response to it this summer” says Okanagan Spring Brewery’s Brand Manager, Mitra Shad.

Open was involved from the very beginning of this project. The agency began by developing names for the new beers – Sonder being a play on the German word besondere, meaning “special”. Next, they looked at pack design and finally, the rollout of a fun multimedia campaign featuring a three-handed man. The overarching thought, that with the Hefeweizen Pack containing three flavours, you’ll wish you had three hands.

“These are three delicious new beers for Okanagan Spring, and you can’t pick one over the other…who else than a three- handed man to get the point across?” says Open’s Martin Beauvais. “It was a fun campaign to develop, elements like our three-handed cursor that appears when users roll over one of our Hefeweizen Pack banners, really highlight the versatility of this idea.”

Listen to the radio campaign on Soundcloud.

Credits are at the bottom of the page.


Credits:
Campaign Title: Okanagan Spring Brewery Hefeweizen Pack. Three Thumbs Up.
Client: Okanagan Spring Brewery

Creative Agency: Open
Partner, Creative: Martin Beauvais
Partner, Strategy: Christian Mathieu
Copywriters: Massimo Satira / Samara Luck
Art Director: Tyler McKissick
Project Lead: Christine Macdonald
Project Manager: Nicolas Rouleau

Production Credits – Photography
Photographer: Tyler Gray
Studio: Westside Studio
Producer: Phaedra Kennedy

Production Credits – Radio
Sound Design: Apollo Studios
Director: Spencer Hall
Producer: Tom Hutch

Production Credits – Web
Web Banner Development: OrangeSprocket

About Okanagan Spring Brewery:
Marking its 30th anniversary as one of Canada’s original craft brewers, Okanagan Spring is still brewed in Vernon in the heart of BC’s Okanagan, where it was first founded. The Okanagan Spring portfolio includes favourites such as Okanagan Spring 1516 Bavarian Lager, Okanagan Spring Pale Ale, Okanagan Spring Cloudy Amber Ale, Okanagan Spring Porter, Okanagan Spring Brewmaster’s Black Lager – and now Okanagan Spring Sonder Hefe. For more information please go to http://okspring.com

About Open:
Founded in Toronto by Christian Mathieu and Martin Beauvais, Open is a creative company focusing on strategy, advertising and design. Since its inception in the fall of 2010, Open has done work for a range of clients including Toys“R”Us, Old Milwaukee, Smythe, Newad, Bombardier, Casella Wines, Damiva, Bier Markt, Cineplex and comFree. New additions to the client roster include Food Basics, Kamik and Toronto Pearson International Airport. http://openacreativecompany.com

Categories
Advertising, Beer, Canada

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