Their youthful target wasn’t even born when, working out of an old Seattle transmission shop, a couple of beer-lovers who thought they knew better brewed up their first batch of Redhook. Thus was born a craft beer movement that no one had yet thought to call a craft beer movement. Picking up on the brand’s rich origins story, D/C’s new campaign puts “The Grandaddy of Craft” (as the brand tagline has it), alongside a host of other “Seattle Originals” (as the campaign has it). There’s real-life Seattle superhero Phoenix Jones and Seattle’s own King of Rock ’n’ Roll, El Vez. And the Queen City’s Matthew Inman, creator of the wildly popular web comic, The Oatmeal. Redhook, the effort reminds those too young to remember, is not only part of Seattle history and beer history, it’s part of the proudly inventive local community. Launching today, the campaign is playing out across Seattle and an inventive mix of billboards, wild postings, stencils powerwashed onto sidewalks, radio and digital — from paid social to native content to geo-fenced mobile banners near the billboards.
Here’s to @ThePhoenixJones! Real-life superhero, crime-fighter and Guardian of Seattle. #SeattleOriginal pic.twitter.com/nEcRUKse3P
— Redhook Brewery (@Redhook_Brewery) May 16, 2016