Tom Hansford

Client: Dry Dock [Pinnacle Liquor]

Agency: Apparent

Dry Dock wanted to give their beer a personality which would resonate with its target audience of young males. As an easy-drinking beer, we created a campaign that celebrated taking the easy way. We developed a creative platform for social that extended this thought into real-world scenarios that our audience could easily relate to. Highly shareable meme-style content was developed across key content pillars. The campaign soon grew organically - our community created and shared their own content, celebrating those life wins that make life easier through a cunning shortcut or hack.