HAWKES
HAWKES
Reframing cider for its urban arrival
Client
Brewdog
Year
2022
Deliverable
Campaign: Concept, Identity, Activation
01
Context
Hawkes - sub-brand of BrewDog - was set on carving a distinctive place for itself within the cider market, tearing down perceptions of Somerset hay bales in favour of a city-forward sense of energy.
02
Idea
With a rejection of the status quo at the core of the concept, we drew inspiration not from the bustling city centres, but from the industrial backdrops that have evolved into cultural spaces where social life thrives. Urban underdogs from Digbeth to Camden set the tone for Hawkes’ campaign identity, with inspiration being drawn from the way street art brings life to concrete monotony, using brutalist layouts paired with a graffiti-style ident and a new illustrated mascot for ‘Pineapple Punch’ - their hero cider.
03
Expression
The campaign came to life through a festival-led activation across London’s South Facing, Krankbrother, and Wide Awake festivals. Photographers on the ground captured festival-goers with their drinks, feeding into campaign artwork designed for real-time use - including proposed on-site digital ad vans. The activation ultimately lived across social media, where real-time content helped place Hawkes at the centre of summer in the city in a way that felt immediate, participatory, and rooted in the moment.
Context
Hawkes - sub-brand of BrewDog - was set on carving a distinctive place for itself within the cider market, tearing down perceptions of Somerset hay bales in favour of a city-forward sense of energy.
Idea
Expression
01
Context
Hawkes - sub-brand of BrewDog - was set on carving a distinctive place for itself within the cider market, tearing down perceptions of Somerset hay bales in favour of a city-forward sense of energy.
02
Idea
With a rejection of the status quo at the core of the concept, we drew inspiration not from the bustling city centres, but from the industrial backdrops that have evolved into cultural spaces where social life thrives. Urban underdogs from Digbeth to Camden set the tone for Hawkes’ campaign identity, with inspiration being drawn from the way street art brings life to concrete monotony, using brutalist layouts paired with a graffiti-style ident and a new illustrated mascot for ‘Pineapple Punch’ - their hero cider.
03
Expression
The campaign came to life through a festival-led activation across London’s South Facing, Krankbrother, and Wide Awake festivals. Photographers on the ground captured festival-goers with their drinks, feeding into campaign artwork designed for real-time use - including proposed on-site digital ad vans. The activation ultimately lived across social media, where real-time content helped place Hawkes at the centre of summer in the city in a way that felt immediate, participatory, and rooted in the moment.
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