This is from a number of years back, but I always liked the campaign. High octane shots of beer in a little can. The challenge was “How do we say it’ll get you really F’ed up, without saying it will? Cause the ASC (legal!) will shut it down if we do.”

Shot in a waste management holding area done up to look like a wrestling ring. We really made the suit for our hero, and he asked to keep it afterward. 

My only regret? I think the line should’ve been ‘Get Small’. But y’know, Copywriters lay awake at night for years rewriting stuff that already ran. 

MEDIA: Wild Postings, OOH, Digital

PHOTOGRAPHER: Michael Graf

AD: Allan Mah

CW: Andrew Bradley

ECD: Elspeth Lynn, Agency zig