Best Music Online Campaign

For the first time in the history of music and beer, we brought two industries closer than ever before, by pairing an indie rock band with a likeminded brewery to create and launch the first studio album ever released on cans of craft beer.

The campaign sought to reintroduce the tactile element to new music discovery, and give an audience of music and craft beer fans a complete sensory experience with sound, visual, touch and taste.

We took a rough cut of this sci-fi album to the brewery. They made a special brew to pair with the music. The label of the beer carried a trigger for drinkers to post on social media. When posted, drinkers received a message back from the band, telling them what an alternate version of themselves was doing right now in a parallel universe, along with a link to the album.

We supported the launch with an online campaign that generated more than 100 million impressions and cut through a somber post-election editorial climate, a noisy holiday season and Super Bowl. NPR, MarketWatch, The A.V. Club, UPROXX, Paste, Men’s Journal, Food & Wine and ADWEEK called the project “out of this world,” “a new high in album dropping” and “taking co-branding to the next level.” The inventiveness and tenacity of the campaign made international headlines and caused the beer/album to completely sell out.

We turned the beer aisle into the next record store, and spent less than the cost of 10 cases of beer.

Contributors:

Campaign concept, execution and audio composition:	Adam Ritchie
Brewer:	Ben Holmes
Illustrator:	Raul Gonzalez
Interactive design and audio composition:	Jesse James Salucci
Videography:	Leesa Coyne
Photography:	Erin Genett
Audio composition:	Rishava Green
Audio composition:	Matt King
Event management:	Abigail Taylor
Coding:	Kyle Stearns

ADAM RITCHIE BRAND DIRECTION

Website: aritchbrand.com

Location: United States

About the Agency:

We bring out the best in brands by helping them grow, communicate and do the right thing.