We came up with this campaign for Goose Island in 2002. It was the first big win for Tom, Dick & Harry and put us on the map. Problem was, we spent most of our first month's fee celebrating the win at the Map Room bar. But the good thing about Goose Island beer: they use superior ingredients. The best barley and the choicest hops. So we arrived at the office properly hydrated and ready to earn month-two's fee with nary a hangover.
Goose Island came out with this really expensive line of designer beers that cost nearly $20 for a four pack. It was priced like wine, with just as much alcohol, and aimed at super beer geeks. The stories behind the ingredients were amazing. Their brewmaster used a secret stand of yeast from a French brewery to craft "Pere Jacques." So we turned the stories into intricate long-copy labels that we wrote and designed, along with the carton packaging. We also recommended that the labels be hand-applied, crooked and with creases. That way the beer lived up to its super high-end hand crafting and helped justify the price point.
The logo to the right was designed to make Goose Island an integral part of the historic Chicago flag. We had real-sized flags made up and distributed to key on-premise accounts for a fraction of the cost of a neon sign.
The brewery couldn't afford traditional outdoor postings. So we suggested buying strategic garage roofs to place messages you could see from the el trains on your way home from work. A few flats of shingles are a lot cheaper than a 30-sheet outdoor board on the Kennedy Expressway. And besides, the homeowner gets a new roof out of the deal. Let's drink to that.