LAUNCH OF BREWDOG’S SIGNATURE BEER: PUNK IPA

BrewDog is co-owned by private investors called "PUNKS". The I AM PUNK campaign dispelled the myth that craft beer is for hipsters by showing the everyday characters that had chosen to invest in BrewDog. Positioning Punk as a spirit - not a look.

We travelled the length and breadth of the country to meet and photograph those PUNKS for our campaign. From Fraserborough - founder James Watt’s home - down to Cornwall and back again.

We photographed over 2000 PUNKS in a weekend at the AGM (Annual General Mayhem) in Aberdeen and gave the photos to PUNKS to put on social.

We developed a tool, so people could put the I AM PUNK lettering on their photo. #IAMPUNK trended, and together with flyposters, OOH, and guerilla stickers launched BrewDog as a beer to be reckoned with.

We also conceived, directed, designed and shot the cover for CONTAGIOUS magazine. Smashing a bottle against a wall is more difficult than it sounds, but that's a story for another day.

If you have a super nimble finger scroll all the way down to the bottom of this page to find some content we shot on our travels through the land of BrewDog.

100% CGI. 100% sustainable image and content production.

CGI product renders of all cans and RnD can renders.

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