Our challenge was aiming to bring out a differential craft beer within a market whose concept of new is now an ordinary subject in our daily lives.

We found out that the brewery production process of Beergara's beer was even more unusual than other crafted beers. By recognizing this distinction however, the brand could have been exposed to a sign of weakness, which we instead turned into the brand's greatest virtue. Such remark allowed us to build the concept: "The most crafty handcrafted beer.", and we thought that the best means to communicate such belief was through the construction of the "most crafted of the handcrafted advertising campaigns". ?

Our Beergara's posters were exposed and the beer displayed at the targeted bars through a period of time. At such bars Beergara became the bestselling beer and only competed with imported beer brands.