Goose Island - Bring Flavour to Bland

How do you launch a big flavoured American IPA in Australia? You do it in the least flavourful place in Australia, the Shire of Bland in NSW, trick the Prime Minister into being a part of a beer ad, piss off CUB’s lawyers, put on a Flavour Festival, make a small rural town famous and make a celebrity out of the Mayor, Ray Smith.

Creative Direction/Ideation/Copywriting/So Much More