LAGUNITAS AWARENESS CAMPAIGN
ASSIGNMENT // Develop a creative concept for Lagunitas IPA & Hoppy Refresher that engages consumers with innovative and diverse ideas to bring the Lagunitas mojo back speaking to the brand and values.
STRATEGY // Know your pack and proudly be you in a sea of sameness
IDEA // EMBRACE YOUR INNER DOG
An AI lead idea as a celebration of Lagunitas-style individuality that showcases the various breeds of humanS out there. The campaign goal was to encourage consumers to see themselves with the brand, take pride in who they are and do some good along the way with a charity overlay.
Mini Manifesto
AI CAMPAIGN GENERATION
Creating its own AI generation Lab “Doghouse Productions” Lagunitas turned their iconic brand element (The Dog) into personalized icons of consumers. These creations would not only do some good with donations, but they were also used for merch and Lagunitas exclusives for consumers.
Campaign core activation
Charity Donation mechanic with consumer engagement