Richmond Shop Boldly Calls Out Cultivator's Work for New Belgium as a Rip — Brewery Responds
So the drama of the day across the adland interwebs revolves around a site launched by Richmond, Virginia-based agency Work Labs. The site is dedicated to pointing out all the ways that New Belgium's Shift Beer (and the work done for the new brand by Denver's Cultivator Advertising & Design) replicates a campaign previously produced seven years ago and shown to New Belgium by Work Labs.
We'd like your take on it, but here's our take on being so vocal with accusations. You better be damn sure it's true — especially in building a site just to point out the infringement then Tweeting it all over the internet to the likes of HuffPo, Mashable and AgencySpy.
Here's New Belgium's reaction to the accusation, straight from the source:
"Here at New Belgium Brewing we have always taken great pride in creating innovative, original communications to engage our audience. Shift Pale Lager is inspired by our twenty-plus year tradition of having a shift beer at the end of the day. The imagery and taglines are reflections of our culture and of the universal sense of accomplishment that comes from collaboration. Shift is our own original work and was created independently.”