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The most iconic Finnish beer brand Karhu introduced their craft beer to the market at the beginning of 2018.
The visual world of craft beers is traditionally based on extreme cliches. We typically see people “scenting” the nuances of the raw materials, close-ups of malts flowing through peoples’ fingers, someone utilizing an old wooden oar to mix the brew etc.
That is not a way to differentiate ourselves, nor does it really tell anything about the brewery. That’s good for us, since we don’t make our beer that way.
That's why created a campaign that tell's the benefits what big commercial brewery has.