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WHAT IS IT?
Toast Ale campaign concepts
Client: Toast Ale 2017
Role: Art Director
Campaign concepts for the pioneering anti–food-waste beer brand, including playful time-lapse videos for the homepage and press ads local to the brewery. Toast brews beer from surplus bread, turning potential waste into something worth celebrating.
On a lean budget we took a leaf from bigger craft brands like Camden Town, opting for an urban fly-poster rollout that matched Toast’s cheeky, subversive spirit.
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INSIGHT
Most people love the idea of craft beer but don’t realise how much bread ends up in landfill every day. By highlighting Toast’s unique brewing process—literally turning leftover loaves into lager—we made their sustainability message impossible to miss and gave drinkers a reason to raise a glass for the planet.
Social teasers
These appeared on the brand’s socials and on their website. Playful stop motion teasers celebrating Toast’s USP.
Point of sale bottle neck promos
Ads went out in local press and Root & Bone magazine