If you’ve been leafing through any national magazines like Rolling Stone recently, this new round of New Belgium print from the talented crew over at Cultivator has likely caught your eye. This is by far one of our favorite ongoing campaigns coming out of Colorado – with each new iteration of the campaign getting more refined and more loving crafted. Poetic copy, meticulous art direction and a definitive brand identity. Buy some New Belgium beer, if only to support this stunning advertising.
From creative director, Monte Mead: “The goal for this campaign is unchanged from last year. We are still trying to honor the unsung tinkerers who are trying to make a difference in the environment—people who follow their follies. But the creative has become even more dimensional and dioramic. At first, it was layered. Now the boxes we construct, then photograph, are as much as 9” deep. Having that extra space to include more stuff—recycled stuff—helps push our story forward. And they’re more fun to build. We’re calling them a new art form: ‘Recyclism.’”
There’s even more to enjoy at followyourfolly.com.
Client: New Belgium Brewing Co., Fort Collins, Colo.
Agency: CULTIVATOR ADVERTISING & DESIGN, Denver
CD/AD: Monte Mead
AD: Adrian Matthew Glasenapp
CW: Melyssa Glassman
Photo/Illustration: John Johnston, Denver
Editor’s Note: We put this campaign up yesterday, then got a note from Cultivator to wait another week to post it. We took it down, but in the few minutes it was up, other sites had already grabbed the content and put it on their own blogs. So we went with the flow and put it back up. Sorry about that, Cultivator and New Belgium. But this campaign really is too beautiful not to show off right now.