Concept and Copywriting
A handy copywriting technique is to take something famous and change its meaning in a way that relates to your brand or message. My art director Jeff Suthons and I took this approach when coming up with Wainwright Ale ads.
Our campaign celebrated the outdoors and fresh air, positioning the ale as not just the beer of the Lake District but, more generally, the beer for outdoor enthusiasts (like its eponym, Alfred Wainwright). You can see more of our Wainwright ads here.