jeff wolfe | art direction • design

GRIFFIN CLAW BEER

Create buzz for a small craft beer company with next to no money for media. We decided to go after watered-down mega-beers by creating a hoax Beer Recall. We would use government agency looking small space ads in newsprint and Facebook, driving to a website to check if your beer has been recalled. Another stunt would utilize Craigslist to sell tons of recalled beer at dirt-cheap rates. Those who showed up to purchase would be surprised with Griffin Claw instead.

Role: Graphic designer, art director, concept / Tags: guerrilla, print, social, stunt /

+ Classified Print & Facebook - Spread the word about a nationwide beer recall that directs audience to a website for more info

+ Ambient Postings - Cause curiosity at places of beer purchase like grocery and liquor stores

+ Website - People would come here to check if their beer has been recalled. The error would buy time during the tease.

+ Website - The cat is let out of the bag with a dig on big beer drinkers and a click through to Griffin Claw

+ Craigslist Stunt - Offer people super cheap beer

+ YouTube Video - Film responders as they show up to claim their beer, receiving Griffin Claw instead of their cheap swill