2020 Winner

CASE SUMMARY

Challenges and Goals:
Like any other beer brand, Farnham wanted to promote their product where its main target audience was spending time and money during the summer: at music festivals. But, as a microbrewery, Farnham can’t afford to advertise or become a sponsor of major music festivals. That’s why the agency needed to find a creative and affordable idea that could catch people’s attention.

Insights and Strategy:
Since Farnham is known all across the province for its bitterness, the team decided to use the number one thing that makes people bitter in festivals: standing behind a tall person during a show.

Execution:
The agency found the tallest people in the crowds of different festivals and gave them a special T-shirt. On the back of the shirt, people could read, “bitter being behind me?” and “scan here for a free bitter beer.” Using a QR code, people could then scan the shirt for a free Farnham beer at any bar they wanted.

Results:
People instantly started scanning, snapping and posting about the shirts all over social media. The case video was organically spread in all of Quebec’s main traditional media, which generated two million impressions in traditional media, 100,000 shares on social media and the brand saw a 10% increase in sales compared to the summer of 2018. It was the only beer brand to reach that much awareness during the festival season.

Credits

Luc Du Sault (lg2) - Creative Director
Camille Gagnon (lg2) – Writer
Luc Du Sault (lg2) – Art Director
Félix Blanchet-Lévesque (lg2) – Project manager
Julien Roy (Nova Film) – Director
Alexis Dubosc (Nova Film) – Producer