to be brief
Increase exposure and demand for Virginian distilled spirits through the development of a consumer facing brand.
In a 'control state', the problem isn’t brand, it’s the law.
Break ‘Control State of Mind’ by exposing the unfair, outdated and restrictive state laws that suffocate local distillers, the Virginian economy and local craft-spirit exploration.
A two-part lobbying and advocacy campaign that creatively educates legislators and directly empowers Virginians to enjoy local spirits and put pressure on the state to 'Let Virginian Spirits Breathe.'
The client was surprised, but sold. The campaign is in development and will launch in November 2018 with the support of a hand-full of both state and federal lawmakers and craft spirit advocates.
the work : education
VA Craft Cocktail Guide
The VA Spirits Craft Cocktail Guide is a re-imagination of the typical 'informational brochure' that the public and lobbyists use to educate their representatives.
The Guide combines craft cocktail recipes with stories of distillers, economic facts and figures and various important policy points.
The Liquor Stories : Podcast
Aids and legislators don't have much 'free eye time' which means asking them to read isn't always the best way to educate.
The Liquor Stories is an episodic podcast of short-stories about the history of VA craft spirits and the state's impact on their growth.
the work: advocacy
Legislative Action Kit
In order to educate and active the public, we created the VA Spirits Legislative Action Kit.
The Kit contains coasters, posters and other tools that restaurants, bars and distilleries can use to energize and education their customers.
Using coasters, VA Spirits will collect signatures from craft spirit lovers and legislators alike.
The coaster is a physical and public way to express your support or VA distillers.
Not only will these coasters be collected and sent to state representatives, but also digitized and displayed on the "Let them Breathe" microsite.
Interviewed legislators, lobbyists and distillers.
Briefed and guided creative team.
Built and presented final pitch deck.
Take the big (well-informed) risk, and sell, sell, sell it.
Just because it's a problem, doesn't mean it's the problem.
Politics is ripe for creative disruption.