Leave No Stone Unturned
Stone brewing came to us with a desire to create their first ever ad campaign.
And they were nervous. Their entire brand – from their humble conception to their constant pursuit of superior ingredients – was rooted in authenticity and transparency. So we had to find a way to match those qualities with our work, thereby appealing to their loyal fan base with our work, and avoid alienating them.
In partnership with Stone’s incredible team, we created “Leave No Stone Unturned,” a localized campaign featuring social, digital, and OOH. However, the effort was more than just ads. We flipped the labels across a suite of bottle and can SKUs, a huge product modification endeavor, but one that took the campaign line to the heart of the brand, the beer. Consumers were initially stunned, thinking the product labels were a massive mistake. As we strategically seeded our ads in the world, they began to understand the flip and celebrate the message that so deeply illustrated the ethos of the brand and their lifelong pursuit of the best beer possible.
We launched with a strategically placed OOH board in Stone’s home town of San Diego.
We created a series of social videos featuring various beers to showcase the flipped label and campaign line.
West Coaster print ad
West Coaster’s business, like many other publishers and organizations, was financially impacted by COVID-19 and had not been able to release an issue in months. In reaching out to West Coaster to purchase media for the new campaign, “Leave No Stone Unturned,” Stone learned of the publication’s struggles and offered to front the production bill for its August issue. Thanks to the sponsorship, West Coaster was able to offer 50% off ad placements to taprooms and breweries, in which all the proceeds went to fund and sustain longevity for the publication.
Social commentary abounded.