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DDB PR
Ethel’s Brew
DDB asked us to come up with a stunt for the Cannes Ad Festival. We created a fictional character, Ethel Goldschmidt. She’s an 88-year old woman from Brooklyn, New York, whose husband of more than 50 years has just passed away. Now, she’s single and ready to go out with a bang, and her first order of business is launching the beer she and her husband always dreamed of brewing. Well, that, and experiencing other lovers. This faux brand had everyone in Brooklyn at the Cannes festival fooled, rumors of Ethel went viral. We crafted the brand for a fully-integrated campaign.
Go Out With A Bang
Introducing: Ethel’s Brew
These days, every celebrity has their own line, from spirits to makeup and everything in between. But this time, we introduced a beer from the unlikeliest source—someone the public could truly get behind.
Directed by Mark Denton
Ethel’s Brew
Brand Book
Every brand needs a brand book, and Ethel's Brew is no exception—though it does have a unique twist. Seth, Ethel's grandson, created it, and he's had just one graphic design class under his belt. This brand book gives a personal touch, featuring Ethel, Suzie, and their dog, and is packed with beer photos, behind-the-scenes moments, and fun outtakes. It's a blend of heart and craft, with a dash of authenticity.
Out-of-home and print is no different. Using the campaign assets, we plastered bold, eye-catching ads all around Cannes, ensuring that attendees couldn't miss the buzz of Ethel's Brew.
OOH & Print
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Agency → DDB NY
CCO → Amir Kassaei
ECD → Menno Kluin
ACD → Aron Fried
ACD → Carlos Wiggle
SR AD → Shawna Klein
CW → Katie Riddle
DIRECTOR → Mark Denton
Production → Coy!
Editing → Cut and Run
Music → Finger Music -
Gothamist / Reuters / AdWeek / Ad Age Editor’s Pick / Fox News / Tend Hunter / Gothamist / BestAdsonTV / Beer Street Journal / Globe and Mail