Masshole Light Lager

When we were tasked to create a brand identity for the newly launched Masshole Light Lager, a Massachusetts beer with Massachusetts attitude, we held on to one core mission: be disarmingly authentic. After we designed cans and packaging, we knew our supporting OOH material needed to find the right voice because the people of the Commonwealth can sniff out a poser a mile away.
Now, there’s nothing more Boston than taking something historic and infusing it with a little trash and grit. So that’s exactly what we did. Our “Founding Massholes” out-of-home campaign combines Massachusetts’ great history with the brash but endearing voice that exists today.
We made sure that copy and headlines had the right balance of attitude and humor while the art direction signaled the classic look of the art that litters our galleries and government buildings.
The campaign was a crucial piece to establishing a brand that’s a salute to the lovable jerks, the loud talkers, and the townies who have made “Masshole” a term of endearment.