Redhook Brewery // The 25th Hour

Redhook Brewery, a pioneer in the Pacific Northwest craft beer scene since 1981, faced a challenge: while maintaining a strong presence in Seattle, brand recall in neighboring states was a mere 12%. ​However, their Big Ballard Imperial IPA was gaining traction, ranking as the #4 IPA in Washington.  With no significant media campaigns in over five years, it was time to harness this momentum to boost brand awareness across Washington, Oregon, California, and Idaho.​

Creative Direction

We revitalized the character on Redhook's cans, dubbing him "Big Bill" Ballard—a nod to the hardworking spirit of the brand. Big Bill became the face of a campaign inviting everyday individuals to embrace their inner captain. We photographed real IPA enthusiasts donning the iconic mustache, celebrating their unique "captain-like" skills. This approach resonated with our target audience: time-strapped individuals seeking a bold, reliable beer without the fuss. ​

Results

The campaign led to a 10% increase in Instagram followers, thousands more views compared to their weekly posts, and over 14,000 video views. The concept was so well-received that it expanded into additional wild postings and an internal campaign celebrating the hardworking captains at Redhook's Brewery headquarters.

The Ballad of Big Bill Ballard

We took advantage of some local celebrities to create our own Big Bill Ballard Ballad!