Promoting a bitter beer with a bitter experience
March 17, 2021
lg2, TALL PEOPLE, Experimental/Artistic - Single and Experiential/Event - Single, 2020 Advertising Awards winner.
lg2 and Farnham Brewery make the best out of a bad view.
As the weather begins to soften and give way to longer and warmer days, our minds drift to the sweet sounds summer music festivals. Music festivals. The phrase feels almost archaic now, but we hold out hope for their return, because if there is one thing that pairs well with summer its music outdoors, and if there is one thing that pairs with music outdoors it’s beer.
Even with our rose-coloured glasses view of the recent sun soaked past, not everything about music festivals is sweet. Heat stroke, long lines, questionable latrines, and those visual impediments in human form: tall people. Through no fault of their own, tall people can be the difference between singing along and slinging expletives. They are definitely one of the bitter elements of concert going.
Farnham, a microbrewery known for their bitter, is a smaller company without a huge budget for advertising, but they do know what their audience likes (see above re: concerts and beers). Quebec-based lg2 worked with the brewers to come up with an affordable, creative and 2020 Advertising Awards winning way to catch the attention of festival folk. Turns out they had the perfect built-in billboard: tall people.
The height-advantaged at music festivals bore tees with a message and QR code on the back that linked to a free beer coupon for Farnham making it no longer so bitter to be behind them. Not a bad deal, but admittedly, these days we’d take the bad view to be out in a field with thousands of our friends.