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Creative Award
New York, United States
Saltwater Brewery - "Edible Six Pack Rings" by ANDY Awards 2017

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TitleEdible Six Pack Rings
Agency
Campaign Edible Six Pack Rings
Advertiser Saltwater Brewery
Brand Saltwater Brewery
Date of First Broadcast/Publication 2016
Business Sector Beers, Ciders, Lagers
Media Type Case Study
Length
AI Description This case study from Saltwater Brewery introduces an innovative solution to marine pollution: edible six-pack rings. Set against the backdrop of Florida's coastal environment, the video describes the brewery's target audience of surfers and sea lovers. It outlines the detrimental effects of plastic rings on marine life, causing entrapment and ingestion by seabirds and turtles. Instead of a typical marketing campaign, the brewery invested in creating 100% biodegradable and edible six-pack rings made from brewing byproducts. The concept promises to feed rather than harm marine animals. The ad showcases the product being embraced by the public and gaining massive media attention, accumulating over 105 million views and 3.5 billion impressions globally within a short span. The narrative closes by highlighting the brewery's role as a leading figure in leveraging eco-friendly practices, urging larger companies to follow suit and prioritize marine life conservation.
Executive Creative Director
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