Dry January doesn’t have to be a drag when you have non-alcoholic beer that actually tastes good. So, instead of helping people trudge through yet another Dry Jan, we encouraged folks to crack a cold one and join the party with Athletic. The campaign was a stark contrast to the resolution and reset messages crowding the market, positioning Athletic as a standout in the category, and a damn good time. // Agency: Fair Folk / Role: Art Director + Designer / Photographer: Dave Shaw / ACD: Sam Kelly / Copy: Amanda Roberts / ECDs: Kevin Cimo + Jon Casey
Dry January doesn’t have to be a drag when you have non-alcoholic beer that actually tastes good. So, instead of helping people trudge through yet another Dry Jan, we encouraged folks to crack a cold one and join the party with Athletic. The campaign was a stark contrast to the resolution and reset messages crowding the market, positioning Athletic as a standout in the category, and a damn good time. // Agency: Fair Folk / Role: Art Director + Designer / Photographer: Dave Shaw / ACD: Sam Kelly / Copy: Amanda Roberts / ECDs: Kevin Cimo + Jon Casey
