SIP ON THIS: DARK HORSE BEERS
The brief:
Create a craft beer identity and enhance it with long copy print ads, a leave behind and a radio advert.
The concept:
“Everyday Underdog”. This concept depicts the idea that despite your flaws, disabilities and insecurities you are able to succeed in your goals. The idea is that your achievement is more valid because you have overcome all setbacks and beat all odds.
Client: Dark Horse Breweries
Title: The underdog
Writer: Charneí Munien
Time: 30í
MVO: We welcome humble beginnings, we welcome the resourceful and creative ones, the ones who have fallen and are standing tall. The ones who believe in what they stand for and stand for what they believe in. We welcome the underdogs, the breadwinners and the dark horses because without you, we wouldn’t be where we are today. No one ever dreamed of success, they worked for it. Dark Horse beers, beat all odds.
