Shiner Bock

BRAND CAMPAIGN CONCEPT

This campaign is about embracing what you want and not apologizing for it. It’s for the IDGAF generation that’s done letting others tell them what to do. It’s about you doing you, because you can.

We wanted to position Shiner as a trade-up from macro beers and a cooler, more inclusive craft beer. We paired confident, cheeky lines with unique, modern-country photography that’s bold enough to catch your eye as you walk by.