Berlin Wins Big with Two Mindful Drinking Campaigns

2024 Applied Arts Design Awards multi-category winner Berlin takes two distinct creative routes to the same destination: mindful drinking. Their latest work for Alberta’s Sea Change Brewing Co. and B.C.’s Whistle Buoy Brewing Company shows how craft breweries can market alcohol with a wink and a conscience.

Sea Change: “Non-to-Five”
Berlin is helping Sea Change Brewing Co. extend “happy hour” into the corporate hours of 9-5. This tongue-in-cheek campaign says it’s fine to drink at work, as long as it’s one of their non-alcoholic brews. To kick off the campaign, Sea Change launched The Non-to-Five Office Collection. The collection features a Briefcase Cooler, Filing Cabinet Fridge and Ice Chest Printer, allowing workers to conveniently store Sea Change’s non-alcoholic beer at work. 

“Most non-alc beer advertising treats the category like the boring version of alcoholic beer. But the reality is, without the gatekeeping of alcohol, we can inject happy hour into even the most unhappy time of the day, which for most people is 9-5. So, why not invent a collection of products to bring this sentiment to life?”
Pierre Chan, Creative Director of Berlin

To get their hands on this coveted collection, office workers are dared to participate in “The Rapid Consumption Challenge,” where they must share a video of themselves “rapidly consuming” a Sea Change non-alcoholic beer at work. But instead of Instagram, TikTok, Facebook or Snapchat, the only platform they can enter is LinkedIn.

As part of the campaign, the Non-to-Five Collection is also featured on OOH ads in the business district, on elevator screens in office buildings, and even faxed to offices across Edmonton. The Non-to-Five collection was launched early this week on LinkedIn, playing hard into office culture by using business jargon, such as “maximize shareholder value” and “optimize cross-functional synergy,” delivering both a laugh and a low-stakes way to enjoy a cold one on the clock. 

"We’re a brewery — we love beer. This campaign lets us talk about non-alc beer without pretending we don’t also make the real thing. And honestly, we like making people think twice. Is this legal? Technically yes. Ethically? Maybe not. That’s the fun of it. Beer should never be boring — sober or not.
Pete Nguyen, Partner/CCO, Sea Change Brewing Co.

Where Sea Change uses humour to celebrate non-alcoholic choices as a solid choice on and off the clock, Whistle Buoy takes on moderation in its own playful way. 

Whistle Buoy: Courage on Tap
Whistle Buoy Brewing Company is all about hanging with friends and keeping things chill and casual. You don’t need to get drunk to have a good time. In fact, you don’t need to drink alcohol at all, which is why their non-alcoholic beers are some of their best sellers. So when the Brewery partnered with Berlin on a moderation campaign, they knew they wanted to avoid the typical eye-rolling, drink responsibility ads we’ve all seen and ignored. Instead, they decided to focus on the phenomenon of “liquid courage.” 

"While it may be a little unexpected for a beer company that needs to sell beer to run a responsibly drinking campaign, the truth is that much of what we do isn’t really about alcohol. Our taproom is a space where people want to hang out and feel welcome. That means having options for everyone, including non-alc. We even host athletic and community events that aren’t centred on drinking, so honestly, we’d be doing a lot of the same things even if we didn’t sell beer. This campaign is about encouraging people to do courageous things and feel proud doing it with or without a drink. That’s something our audience, and myself included, really resonate with.” 
Isaiah Archer, Co-founder of Whistle Buoy

 

The campaign proves you don’t need a whole pint to find your brave side by featuring classic moments people often think require a drink — like belting out karaoke, asking for someone’s number, or telling your best friend you love them over and over and over again — and reframes them as chances to discover real courage with fewer drinks in hand.

To bring the idea to life, a contest invites people to submit photos of their (or their friend’s) typical liquid courage feats, with prizes designed to help them find that courage, with a little less liquid: singing lessons for the karaoke star, a dating coach for the nervous romantic, or dance lessons for anyone ready to take their moves beyond the bar floor. By blending humour, relatability, and prizes that can actually improve courage, the campaign positions Whistle Buoy as a brand that celebrates moderation while encouraging people to live courageously and authentically. 

“Liquid courage is a real thing. People feel so much more confident when they’ve knocked back a bunch of drinks.  This campaign not only celebrates people who have found that same courage with a little less liquid, but it also helps people who need that confidence.” 
Pierre Chan, Creative Director of Berlin

Together, the two campaigns demonstrate how Berlin brings unique approaches to similar challenges. Both reflect a growing cultural shift: consumers want options and stories that meet them where they are, whether that’s enjoying a non-alcoholic beer, pacing themselves, or exploring balance in new ways. 

About Berlin
Founded in Edmonton in 2012, Berlin is a team of design, advertising, strategy, and public relations experts. Like the people who tore down the Berlin wall to reunify the city, they believe that with creative ingenuity, some courage, and good planning, it’s possible to change the status quo. Berlin is recognized as one of Canada’s Small Agencies of the Year by both Campaign Canada and Strategy Magazine.

W. brln.ca | | IG. @berlin_comm  IN. @berlin-comm

Two great campaigns. Two unique approaches. One clear message: beer culture is evolving—and Berlin is leading the charge.