Responses by Preacher
Background: We were brought on board to introduce Revolver Brewing, a relatively unknown microbrewery in Texas, to a group of freethinking drinkers who pride themselves on making choices based on their own well-informed opinions. Based in Grandbury, a quaint, lakeside town in the North Texas countryside, Revolver isn’t part of the ever-growing, urban microbrewery crowd. And its beers, which tend to live in the spaces between easy-to-categorize styles, are proof the brand’s new work isn’t just blowing smoke when it claims, “We brew their own thing.”
The Revolver team aren’t the kind of folks easily swayed by fancy trends and marketing, so our task quickly became showing them the parallels between the brewery’s philosophy and the moral compass it holds for itself. Featuring print, out of home and radio, Revolver Brewing’s “Drink For Yourself” campaign makes it clear that it’s a brewery that has always gone against the grain, and the brewery is happily making beer for those who do the same.
Reasoning: We aimed to tie all our work back to Revolver’s history of trailblazing and risk-taking, as evidence of a company that has always done its own thing on its own terms. And there was no clearer articulation of that then our campaign line, “Drink for Yourself.”
Challenges: Usually, we’re looking for the sharpest, simplest edge in any work we do, but when you’re talking about people, who are inherently multifaceted, boiling things down gets a bit trickier. No one wants to be reduced, and Rhett, Ronnie and Grant, Revolver’s founders, are a particularly eclectic crew. So, getting to an idea where we could say “you’re this” and feel as it wasn’t only true, but also truly did them justice was the biggest challenge.
Favorite details: The tone we captured. Distilling the spirit of the brewery and its founders into just three words, Drink For Yourself, is something we are constantly striving for as creatives.
Visual influences: The opening credits of True Detective were definitely an inspiration. While the multiple exposure technique isn’t new, what we loved was using it conceptually as a way to capture the complexity and depth of character of a brand like Revolver.
Anything new: We learned that the story of Revolver’s flagship beer, Blood and Honey, is great. The first batch was inspired by and brewed with honey given to them by their neighbors as a welcome gift.