PERSIMMON HOLLOW BREWING CO.
MEET THE TEAM
Creative Director: Christian Wojciechowski
Associate Creative Director: Jacqui Garcia
Art Director: Jordan Stewart
Copywriter: Jack Polly
Videographer: Tom Bell
Animation: Kori Zamora
Producer: Caitlin McManus
Social Media Manager: Grace Midtgard
2023 American Advertising Awards, AAF Orlando - Gold, Art Direction Campaign
I recommend listening to Last Train At 25 O'clock by Lamp while viewing this project.
HANDCRAFTED BEER, HANDCRAFTED ADS
Developing a concept that worked for Persimmon Hollow Brewing Co. meant deepening our understanding of the brand. After a number of visits to their different locations and time spent pouring through their existing collateral, we came to a natural conclusion: a brand that doesn’t shy away from the handcrafted aspect of their product deserved ads that reflected that very same idea.
AN ANALOG APPROACH
In an age of fast-paced creation and digital everything, we wanted to develop a campaign that reflected the slow connectedness that comes with sitting in a brewery with those you care about. To accomplish that, we ditched the computer entirely in exchange for X-Acto knives and cutting boards. We went to work, slicing apart labels and assets and building animations frame by frame.
RESULTS COME POURING IN
The outcome of the initiative was a successful one. Google Search was the top performing partner, accounting for 97% of the valued conversions driven by the campaign. By employing a rich digital media messaging strategy across both in app and display banners the campaign has been able to outperform the industry benchmark for click through rates by 800%.