Leinenkugel’s
creative director
To introduce America to this legendary Wisconsin beer, we created a rally cry that encouraged people to stop adulting for an afternoon, and reimagine what summer could be. Take Back Summer invited people not just to do summer, but to do it in a way as unique as the beer itself.
We created a GIFY sticker pack our fans have used millions and millions of times on their social posts so far!
It’s a pretty big challenge to keep a summer beer relevant through the winter months, but we found a way. I had the honor of directing this shoot. Took a few runs down the hill too!
Since Leinie’s Summer Shandy is not sold through the winter months, our fans are known to stock up for the winter. So we created our own Leinie’s-themed bunker to hideaway in and kept our fans engaged and entertained on Instagram Stories.
