Sol Beer. Local Heroes.

Media: Online film/Editorial

Role: Creative Director

Agency: BBH/Cr: Lewis Mooney, Ed Cole

Sol’s roots go back to revolutionary Mexico and ‘espiratu libre’, the spirit of independence. This campaign sought to celebrate that same spirit by finding ‘local heroes’ - people who have left the safety of corporate structures to follow their passions and set up their own small businesses. This was one of the few times I remember a client saying ‘we DON’T want advertising’. These mini docs were seeded in lifestyle publications, with local online communities and sat amongst editorial that celebrated local, independent business. Every story inspired a local mural, each one a monument to a local hero.