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"We told hipsters they couldn't drink Garagista Pale Ale 
and then we brewed a new beer out of their tears." 

Background:

 

We launched Garagista Beer Co. to the world with an “Anti-Hipster” campaign that aimed to take craft beer back from the hipsters.

 

This left a few hipsters feeling rather sad. 

 

 

Challenge: 

 

The Cape Town Craft Beer Festival was approaching. With 200 beers by 60 breweries on display, we needed to make Garagista, a newcomer to the craft beer scene, stand out amongst the more established brands.

 

 

Idea:

 

We spotted an opportunity to use the hipster despair to our benefit.

We created a special new limited edition beer just for the festival, and gave it a name that was sure to get people talking - "Tears of the Hipster”.

PEOPLE WHO WORKED ON THIS:
Justin Gomes - CD
Alex Goldberg - Writer
Gerard van Wyk - Illustrator
Bryan Traylor - Photographer
 
PEOPLE WHO LIKED THIS:
LOERIES
AD OF THE MONTH
MARKLIVES AD OF THE YEAR
 
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