Pabst Brewing Company asked us to come up with an appropriate way to celebrate the loyalty and passion of PBR drinkers. A Google search for Pabst Blue Ribbon imagery revealed tattoos of the logo, paintings that included the product, sculptures made with the packaging, and even a burial casket made to look like a PBR can. The same search for Budweiser imagery revealed models in bikinis and beach towels. Rather than invent something new, we decided to curate more of what was already happening inside the PBR community. The result was the PBR Drink & Draw program. It began with us asking PBR drinkers to submit their artwork via a Drink and Draw landing page. 3,860 submissions later, hundreds of winners were chosen. The winning artwork is the basis for a national campaign. The art is showcased on billboards, bus shelters and bus wraps near the highest volume PBR bars in cities across America.
The objective for Pabst Blue Ribbon: make PBR more relevant by connecting even deeper with its core audience and by celebrating their deep devotion to the brand. People seem to love to put PBR cans in their art. Paintings, films, sculptures, drawings etc. This art is so cool and so brilliant that we created the PBR art page for further involvement. Next, we placed all this cool art in OOH in the neighborhoods where their audience lives. We stayed true to the hood and to the brand and to the artists who give their heart and soul to the brand. Now you may be asking, where’s the “uncomfortable” part? Our campaign was a huge success and it still lives today and new artists are being featured all the time. But before our work broke, the question was…how do we succeed for the PBR brand. TV? Probably TV. TV’s obviously the best media vehicle for a mainstream beer brand so let’s do some TV. We saw a different opportunity. Make OOH as disruptive as great TV. Make OOH into artful expressions of pride and product. Own the neighborhoods not the airwaves. Sometimes a brand must bring people to it rather than going to the people.