Athletic Brewing Co. will humorously illustrate sobriety’s accessibility to those using alcohol to avoid missing out while displaying the lack of a need to compromise who you are or to sacrifice your fun with an Athletic Brewing Co. product in their hand.

ABOUT THE WORK

CLIENT // BASED ON THE CROWBAR AWARD’S Q5 BRIEF

Athletic Brewing Co.

TEAM

Macon Porterfield (CW, AD)

Take up the sober lifestyle, or don’t. Sober doesn’t have to be forever. It can be a night. Or a life. But, whatever it means to you, sober isn’t scary.

You’re you. You don’t need alcohol to belt out your favorite song in front of a crowd or to ask that guy out you’ve been eyeing.

So – drop the alcohol, and savor the taste. Jump into the pool at the wedding. Run down the street naked. Beat your friends at beer pong. Win the dance contest.

Let them think you're drunk when you’re just you. Weird, wild, awesome, coordinated, proactive, bold you.

Do it sober. And guess what? You’ll remember it all.

MEDIA COVERAGE

SPOTS

The Do It Sober campaign will use short-form spots on YouTube, Instagram Stories, and TikTok to juxtapose someone presenting as “drunk” through their actions and aura, with a voiceover suggesting their sober yet fun reality. Who needs alcohol when you’re weird, bold, or athletic?

OUT OF HOME

Whether at a bar or a local grocer, small yet engaging advertisements will be subtly displayed in locations where Athletic Brewing Co. products are sold.

OUT OF HOME

ATHLETIC BREWING CO.

Athletic Brewing Co. will humorously illustrate sobriety’s accessibility to those using alcohol to avoid missing out while displaying the lack of a need to compromise who you are or to sacrifice your fun with an Athletic Brewing Co. product in their hand.

Athletic Brewing Co.

Macon Porterfield (CW, AD)