Boulevard Brewing Co.

The (Fake) Brief: Boulevard Brewing Co. is making a national push and is looking to make a name for itself in the craft beer world.

Any craft brewery can talk a big game about how authentic it is, how local it is, how  pitch-black its stout is, etc. This is a hurdle in branding a brewery, and in part why so much of this industry is so similar. It's the same big bearded white guys talking about hops every time. 

So, how do we differentiate Boulevard?

The Kansas City-based brand was founded in 1989, which is ancient by craft beer standards. It has been a cornerstone of KC life for decades. Like their competitors, Boulevard is intensely proud of its hometown. Now, I went to the University of Kansas, which is about 45 minutes away from the city. Folks back home could not fathom why I picked KU. They thought it was a one room schoolhouse in the middle of a wheat field, and Kansas City was some farm town that somehow got an NFL team. I played up that misconception in these ads. 

Boulevard: Since '89

I chose to make the Boulevard cans and bottles players in idyllic images of '80s Midwest small town life. Wheat was the beauty queen, Tank 7 was the jock, and Radler the rocker. Each ad accompanied with a tagline that ends with "Since '89."