OLD MILWAUKEE

Pabst Brewing Co.’s Old Milwaukee brand, once upon a time, was infamous for the sheer exploitative Swedish Bikini Team. Rather than rely on the trope of fake blondes in red swimsuits, we created a Midwest market mock-post-card and poster campaign that celebrates the honest, straightforward Midwestern lifestyle, and an unpretentious beer that tastes pretty damn good. Seen as outdoor, in-Bar posters, and a series of POS post cards, the campaign reflects the brand’s blue-collar heritage and the quirky, albeit very authentic regional culture. The post-card series delivers sincere insight into the beer drinkers philosophy, and the dart boards... well, sometimes it just feels good to throw sharp objects at your mother-in-law.