client
mike's hard lemonade
year
2020
role
creative lead
scope
branding + campaign
type
pitch · won, then client

08 / 08 · mike's hard lemonade · what we heard

mike's was born in 1999. in 2020 it turned 21.

the brief

connect mike's, 1999 and the 21st birthday in as few words as possible. keep the bottle the centerpiece.

the move

mike's time-travels back to the year it was born and throws a 365-day throwback birthday. everyone's invited.

the year

2020

1999 gave us some of the most memorable culture in recent history. so mike's says thank you to all the people, places and things that made its first year on earth.

the line

raise a mike'sto the greatestyear ever.1999.

drink on the bright side

the system · cultural hieroglyphics

clip art was born in 1999 so people could express themselves on myspace and aim. we dug it back up.

the mike's 1999 icon library: turntable, cassette, boombox, 99 smiley, the lemon mascot, drink on the bright side and since 99 stamps
the mike's lemon mascot in a cap and gold chain

wild postings · the hands

wild posting wall of hands raising mike's bottles: raise a mike's to the greatest year ever, 1999
newspaper open letter: the year was 1999...
open letter: the year was 1999...
street team wild postings: a boombox with a spotify code
street teams: scan the boombox, hear the yellow album

the yellow album

keep 1999 in rotation.

the yellow album vinyl and sleeve
instagram posts: the yellow album and a here's to ll post

out in the field

trade show booth: raise a mike's to the greatest year ever, est 1999
the booth
off the chain tee with a mike's bottle on a gold chain
swag: simple. make them want it.
digital: mike's 1999 across desktop, tablet and phone
digital: native units, in-feed and the yellow album