The Disruptors, Presented by Samuel Adams

Our goal? Drive brand awareness and consideration for Samuel Adams - a US beer brand trying build relevance in a competitive Canadian market. Our opportunity? Leverage Samuel Adams’ unique history as a category disruptor: the brand was widely credited with kick-started the craft beer revolution when it launched in 1984. Our idea? Celebrate and showcase the brand’s entrepreneurial spirit by supporting other category disruptors at a unique pop-up in downtown Toronto. In partnership with thisopenspace, we created ‘The Disruptors, Presented by Samuel Adams’ - a Samuel Adams-branded shop that provided free space to four changemaker retailers (and free beer to lucky shoppers!). We told the story of the store - and the brand - through media and influencer relations, as well as with more than 4,000 consumers on-site at the store over the course of a month.

Recognition

  • Notable Life: Nominee, 2018 Marketing Campaign of the Year