Eyes closed. Cold beer, slight breeze. Gorgeous view. Close friends. Happy place.
Whatever place you imagined, we understand the importance of the places in our lives that feel like home. For us, this place is the Blue Ridge Mountains.
Hazy mountains. Thick mist. Bubbling streams, purple sunsets. Views that go on for miles.
Our beers are inspired by the mountains we enjoy them in, because we recognize that it is the places we love that make us the people we are.
That's why we have strived to create a brewery that puts as much love into our environment as we do into our beer. We celebrate where we're from, because AMB is made to be enjoyed outside.
Appalachian Mountain Brewery - Blue Ridge, Bottled.
The ask: Create an advertising campaign for a brand of your choosing.
The insight: Consumers care more than ever about brands being authentic to their purpose. Protecting the mountains is at the core of AMB and is a way to connect with a target audience of outdoor enthusiasts.
The strategy/solution: AMB and the Blue Ridge Mountains are intrinsically connected. Connect with nature lovers by positioning AMB as beers made to be enjoyed on every outdoor adventure.
BIG IDEA: AMB brings the mountains to you.
Prints Ads
TV Spot
Activation
Parkway Cleanup Party
*Opens up with an establishing drone shot of the mountains, zooming into a campsite and into a tent. The camera then goes dark, and then it is shown that we are in the POV of the camper by seeing their eyes start to open as they wake up.*
“These mountains are a grown-up's playground, full of possibilities”
*A sequence of shots from the POV of the camper getting up, brewing coffee, making breakfast, etc (the whole spot would be shot as if it is what the camper is seeing throughout the day, and as they read the lines, their “eyes” move to what they are describing, aiming for an immersive experience)*
“If you look around, it's easy to understand why this place inspires us. Waking up to the sound of birds and rushing water, feeling the cool mountain breeze on your face, and taking the first deep breath in what feels like weeks. Life moves fast, but these mountains move slow.”
*They pack up their backpack and throw some AMB beers in, and start leaving for their hike*
“The smell of sweet mountain laurel, seeing blue skies and mountains peeking through the trees, feeling your feet move forward like putting roots in the ground”
*The sequence continues, with the camper climbing up the mountain and eventually sitting on a rock at the peak of the hike, now all we see is the view the camper sees*
“There's no doubt this place is special... so we bottled it to bring the Blue Ridge to your fridge, wherever you are.”
*"Blue Ridge, bottled" comes on screen.
The camper cracks open an AMB beer and lest out a deep breath while looking at the view*
AMB will sponsor the entirety of the Blue Ridge Parkway, showing their commitment to protecting the land that inspires their brews.
AMB will gather volunteers for a Parkway clean-up on Earth Day annually. The event will be documented for future ads and initiatives. Following the clean-up, all the volunteers will be invited back to the brewery for a night of beers on AMB!
