The Idea & Execution

We led with the story, not the product, and brought the energy of Brooklyn to the UK through street art. A medium deeply rooted in the cultures of both Brooklyn & Brixton.

But not just any street art; the first-ever ‘beer billboard’, street art created using Pilsner-infused paint. We flew in world-renowned Brooklyn street artist Danielle Mastrion (Nike, Spike Lee, Notorious B.I.G.) to create a masterpiece in the heart of Brixton, and then invited locals to add their own work to the Brooklyn-inspired art.

This was backed up by a trade campaign heralding the commercial benefits of stocking Pilsner, timed to coincide with the buying cycle, and followed up by a second wave that showcased the consumer support of the product through the street art activation.