ASHLEY PECK
ASHLEY PECK
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American Homebrewers Association - Campaign

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Challenge

The American Homebrewers Association (AHA), looking to increase their membership numbers, needed a bold way to attract new members.

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Solution

The rise of DIY'ers made the choice of focusing on hobbies an easy one. To attract the reader's attention this simple ad uses objects the reader wouldn't ordinarily expect, e.g. knitting in a magazine about beer. The AHA makes it clear that their hobby is simply better. The hashtag, #choosetohomebrew, was used on digital and print collateral.

The ads ran in homebrewing and craft beer publications such as, Beer Advocate and Brew Your Own.

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AHA not only wanted to attract people into the hobby of homebrewing, but communicate that a membership would save the member money. The use of an old school calculator in the ad resonated with beer geeks, and portrayed the messaging loud and clear: save money on beer.

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Team:
Senior Art Director/Photographer: Luke Trautwein
Art Director/Designer: Ashley Peck
Senior Marketing Manager: Rachel Staats
Marketing Manager: Jeb Foster