Campaign concept.

Work produced for Forty Eight Point One.

 

Brand comms that are dry by name, not by nature. DRY AGER were looking for a creative campaign concept that boosted product category and brand awareness — seeking to speak to their ‘grey collar’ consumer with a humour and wit as tasteful as the product that (eventually) follows.

 

In order to convince their audience that good things take time, I crafted a campaign that centred on the idea that generally, things get better as you get older — and that the benefits of maturity can extend to that of your Dry Aged meat, too.

 

Sounds strange? Just you wait.