Saving summer from bland. One can at a time.
In 2021 Surly Brewing Company introduced the world to Supreme - a unique line of refreshing tart ales, craft brewed for the discerning mid-west drinker. In 2022 Surly asked Gary Lo and I to help promote a new Tropical Supreme variety pack. With snow still on the ground and short timelines, we created a two phase campaign that would deliver plenty of content and even more impact. With Save Summer From Bland we helped Surly trigger a BLAND intervention and introduce Supreme to a bigger, broader seltzer-drinking market.
Gary and I spent some time making a BLAND brand that looks legitimate. The result was a brand that ironically, we think could really sell well.
AGENCY: Direct
CONCEPT & DIRECTION: Gary Lo and Kris Growcott
ART DIRECTION/DESIGN: Gary Lo
PRODUCTION: Kris Growcott
DOP: Martin Wheeler
GAFFER: Doug Gander