Newcastle: No Bollocks
Newcastle Brown Ale market their beer in a completely honest way without the bullshit–or as they say in the UK, "Bollocks"–of traditional beer advertising. I was a part of the core team that launched the now famed campaign, honing in on why brands go "social" in the first place... to get likes and sell stuff. People appreciated our upright approach to social media and in just twelve months, the Newcastle fan base on Facebook had increased by 1,114%. At the time of the campaign Newcastle was the fastest growing brand on Facebook. Below is an outtake of the work

in part of a team with: jonas åhlén, ant white & karen land shot, scott bell, jon donaghy, ryan hoelting 

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Apart from ironizing social media we also made fun of other digital marketing gimmicks, like the QR code. We helped people locate their nearest Newcastle beer in the most useless of situations–right by the bar.  

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As part of the No Bollocks campaign, we created The Subtexter. A tool that lets people call "bollocks" on friends' Instagram and Facebook photos by scrolling through hundreds of prewritten lines and picking the ones they think point out what their friends really mean when they post things like sunsets, brunches, self-portraits and vacation shots on social media.

Shortly after its launch, The Subtexter gained over 10,000 users, calling bollocks on their social media selves and friends. Due to the success of the campaign, we took The Subtexter into the real world by creating a mural in the heart of self-appraisal Instagram photo taking, Williamsburg, NY.

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Newcastle's Facebook became one of the most celebrated social media campaigns of 2013. Facebook used it as a case study and the work was recognized with multiple awards, including a nomination for best copywriting by the Webby Awards.

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