Ethel's Brew Design & Branding ETHEL'S BREW by DDB New York

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ETHEL'S BREW

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Industry Alcoholic drinks & Tobacco, Beers and Ciders
Media Design & Branding
Market United States
Agency DDB New York
Executive Creative Director Menno Kluin
Copywriter Katie Riddle
Producer Katy Fuoco
Photographer Sean De Sparengo
Account Supervisor Heather Olson Kemi Adewumi
Typographer Andy Dymock
Released February 2013

Credits & Description

Advertiser: ETHEL’S BREW
Agency: DDB NEW YORK
Category: Corporate Image
Advertising campaign: ETHEL'S BREW
Typographer: Andy Dymock (Coy!)
Acd/Art Director: Carlos Wigle (DDB New York)
Art Buyer/Print Producer: Carol Brandwein (DDB New York)
Chief Creative Officer: Amir Kassaei (DDB Worldwide)
Account Supervisor: Heather Olson (DDB New York)
Print Producer: Kim Oetting (DDB New York)
Head Of Design: Juan-Carlos Pagan (DDB New York)
Producer: Katy Fuoco (DDB New York)
Executive Creative Director: Menno Kluin (DDB New York)
Photographer: Sean De Sparengo (Coy!)
Senior Art Director: Shawna Laken (DDB New York)
Retoucher: John Cason (DDB New York)
Esign Director/Graphic Designer: Mark Denton (Coy!)
Senior Project Manager: Andy Wong (DDB New York)
Head Of Production: Ed Zazzera (DDB New York)
Retoucher: Fan Hon (DDB New York)
Art Buyer/Print Producer: Jane Piampiano (DDB New York)
Copywriter: Katie Riddle (DDB New York)
Director Of Print Production: Leslie Silver (DDB New York)
Chief Creative Officer: Matt Eastwood (DDB New York)

Brief Explanation
The challenges were to be able to cut through the clutter and get the attention of the worlds best and most awarded creatives. Cannes would make for a difficult task especially during a time when only the best creative work is being showcased. Impressing the world’s creative elite is not an easy task.

Client Brief Or Objective
The creative brief was to make an impact and get the attention of the international creative community. Our solution was to fool them into believing in a brand that didn’t exist. When we did reveal our agency was behind the Ethel’s brew campaign, our hard work had paid off.

Implementation
n a world where celebrities and special effects are on display, what better way to cut through than to do something authentic and real to a fault?Ethel was perfect due to her electric energy and passion for life.She truly is everyone’s favorite ‘granny’ type figure.

Outcome
n a little over two weeks we had over 4 million Facebook impressions, near 3,000 re-tweets, and over 15,000 bottles of beer consumed. The direct result was wining a client in the alcohol and beverage category without having to pitch.We also picked up incredible press from large media outlets like Reuters, Fox News, Creativity-Online, AdAge, and Campaign Asia, something most brands spend years trying to do.