Tuborg
Role: Art Director
Releasing the pervasive negative pressures of young adults through mindful brewing.
Objective
Objective
Design a brand experience that allows Tuborg to
actively release young people from negative
pressure.
Concept
Concept
Mindfulness and meditation have become the most common ways young people deal with social pressure, anxiety, and stress.
Solution
Solution
Brewddhism: a mindfulness retreat where young adults practice the art of slow brewmaking.
Bottle Design
Bottle Design
We’ll release this limited edition Brewddhism bottle.
It’ll direct consumers to tuborg.com/brewddhism to find out more about the retreat.
Online Registration
Online Registration
At tuborg.com/brewddhism users can learn more about the Brewddhism retreat, what it includes, pricing, and how to sign up.
At tuborg.com/brewddhism users can learn more about the Brewddhism retreat, what it includes, pricing, and how to sign up.
App Partnership
App Partnership
Along with on-site brewing, tasting meditations, and beer glass sound healing:
Tuborg will partner with Calm to create the Brew to Breathe program. Offering retreat attendees brew-inspired meditations outside of scheduled experiences to meditate or relax.
Along with on-site brewing, tasting meditations, and beer glass sound healing:
Tuborg will partner with Calm to create the Brew to Breathe program. Offering retreat attendees brew-inspired meditations outside of scheduled experiences to meditate or relax.
PR Partnership
PR Partnership
We’ll invite social media’s youngest mindfulness influencers to document the retreat and share behind-the-scenes content.
We’ll invite social media’s youngest mindfulness influencers to document the retreat and share behind-the-scenes content.
Credits
Credits
Wes Lucas (Design / AD) / Veronica Benarroch (Design / AD)
D&AD Submission
Disclaimer: This concept was developed as independent speculative work and is not affiliated with, endorsed by, or produced in collaboration with the brands or publications referenced.