Holiday promotions are always a challenge creatively. It’s incredibly easy to get get cheesy quick with your artwork so while concepting this mini tour suite of materials I knew I wanted to tie beer into the holidays but do it in a clever way. We ended up taking the “It’s Reinbeer Season” route. The sweatshirt artwork shows a 6 pack of beer with antlers as they mimic cute reindeer in front of Santa’s sleigh.
I wanted to make the texture feel warm and fuzzy like the relatable Holiday Sweater and think I achieved this nicely. During the campaign we also had a gift card promotion where we had seasonal gift card artwork. One of the gift cards portrays an Old Chicago sleigh carrying a keg while the other was a Pizza Christmas tree.
I led all concepting, creative direction, photography and execution of designing the materials for the entire campaign.