The “Made to Chill” campaign celebrates everyday moments of relaxation, connecting with younger audiences who seek ways to unplug in a hyper-connected world.
The problem: Traditional beer advertising often relies upon outdoorsy or extreme imagery, missing the mark on relatable, everyday moments where people actually unwind.
The attempt at relief: We explored unconventional occasions—shower beers, casual rounds of golf, or kicking off shoes—highlighting fundamental, playful ways people relax rather than relying on cliché mountain and stream visuals.
The solution: Through art direction, creative strategy, and a full suite of digital, print, OOH, packaging, and social executions, the campaign authentically captured “chill” moments—resonating with audiences and redefining the brand’s approach to beer storytelling.