The capstone of any solid ad campaign is a succesful call to action. In 2009 and beyond this often means new media.

For Hayek’s Revolution beer I designed a logo, labels, packaging, ad campaign and now…a website. The ads lure you to the website with a coupon for a free bottle which can be printed and redeemed at retail outlets. The website gives the consumer further background about the life and ideas of F.A. Hayek as well as introducing them the different brews. The web experience serves to further emphasize brand recognition and loyalty through familiarity and interaction and hopefully through psychographic alignment.

How boring and expected is a magazine or billboard advertisement for beer? You know the answer.

I’m a big believer in alternative and guerilla advertising. With that in mind I conceptualized and art directed this alt media campaign for class.

A photographer goes to a wall near a bar…maybe in a back alley where drunks go to piss or where cute college coeds stand in line smoking cigarettes. The photographer chalks off a spot on a wall and then photographs it. They take the photo back to the studio where a designer has a pre-designed ad with a nice product shot and tag line waiting. The background is plugged in and sent off to the printers. The ad is fixed into a thin metal frame and rushed back to the spot and mounted right where the chalk marks were drawn.

It blends right in.

F.A. Hayek was a huge influence on my understanding of the utilitarian shortcomings of central planning. Although he falls short of producing a consistent and perfect ethical system, he never really strived to do that. His life’s work was in dismantling, often in the face of much populist pressure, the apparatus of socialism with theories such as the breakdown of the Price Mechanism, Economic calculation problem, Catallaxy, Extended order, Dispersed knowledge, Spontaneous order and Hebbian theory.

So I created a beer to celebrate his life!

This is one of my initial attempts at the Cape Mayo ident. Packaging and marketing materials coming.

I woke up at 4:30am and could not convince my mind to rest. So I decided to drive up to Lake Ontario to watch the sun rise. Of course, I had forgotten the fact that it was 10 degrees outside and the wind was blowing 40 mph.