2022 Winner

SingleCut Beersmiths (for those who don’t know, “singlecut” is a body style of guitar) found a way to further share its love of beer and music with consumers. Using augmented reality, Zulu Alpha Kilo turned cans of the brand’s Notes IPA into guitar lessons. The physical cans each featured four foundational guitar chords: C, D, G and E minor. When consumers scanned the Snapchat code on the label, a shareable AR guitar lesson on the can was activated, turning it into a playable instrument. To build on and enhance the experience, the pull tabs on all cans were fitted with a custom-made guitar pick, created to both open the beer and pop off the can, so it could be used to strum a guitar. In the end, the brand and agency combined the physical and digital worlds to bring beer and music together in an engaging way.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Creative Director: Zak Mroueh
Head of Design: Stephanie Yung
ACD / Art Director: Kevin Sato
ACD / Writer: Vinay Parmar
Art Director: Philippe Visaya
Writer: Victoria Lee
Designers: Zoe Kim, Kevin Sato
Account Team: Erin McManus
Strategy Team: Spencer MacEachern, Shaunagh Farrelly
Client: SingleCut Beersmiths
Clients: Rich Buceta, Dan Bronson, Danielle Palermo
Producers: Houng Ngui, Kathryn Brown, Jackie Pal, Lauren Schell
Director of Interactive Production: Ece Inan
Director of Integrated Production: Ola Stodulska
DOP/Photographer: Sean Donnelly
Studio Director: James Graham
Senior Studio Artist: Jeannette Downes
Lead Production Artist: Ashleigh O’Brien
Lead Interactive Artist: Andrew Martin
Production Artist: Mila Lukezich
Post Production Assistant: Noah Mroueh
Social Media Editor: Cecilia Bernasch
Web Development Team: Gillian Black, Ariana Emond
Editor: Felipe Chaparro, David James Findlay
Product Design: Spark Innovations Inc.
Production Company: Zulubot, Table of Content
Music Consultants: Eggplant Music & Sound