Haywards 5000, SABMiller’s strong beer was going to launch a nation-wide campaign. And as a pre-cursor to this campaign, they wanted to send out Xmas greeting cards, with strength as the single minded proposition, to their dealers.

We came up with an idea which bought out the Haywards 5000 proposition - super strong beer, in a humorous manner.The greeting card resembled clichéd Xmas cards with the 3 wise men pointing at the star which was to guide them to Bethlehem. But with a small twist, the wise men were pointing in one direction, while the star was elsewhere.

The brand got top-of-mind recall. And the tongue-in-cheek humour generated a lot of word-of-mouth and buzz in the market. The client sent the creative team a letter of appreciation.