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Outdoor

Matilda Bay: Rejected Ales


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To launch Matilda Bay's perfect Original Ale, we released the 27 almost perfect brews that were rejected on the way to making it. Rejected Ales. The best beers you were never meant to taste.

The beers were distributed in bottle stores around the country and promoted through an outdoor campaign, consisting of adshels, street posters and fridges, where the cans themselves became media sites.

Each execution told the stories of rejection that led to the final product.

Discover the arduous yet rewarding journey at MatildaBay.com/RejectedAles
Credits Other credits

Agency: Howatson+Company

Videographer: Remy Brand

Sound Production: Heckler Sound

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