BrewDog Battles Apathy and Advocates Authenticity in Lost Lager Campaign

Disruptive craft beer brewer BrewDog takes to the soapbox for one the brand's signature products: Lost Lager. The campaign is created by the brand’s strategic and creative partner, Media.Monks.

The campaign ‘Real Lager’ is more akin to social commentary than your typical advertising construct with provocative copy and an irreverence that we’ve come to expect from BrewDog. With the integrated campaign, BrewDog battles indifference about choices made when it comes to lager. The film, directed by Taz Tron Delix, shows a passionate plea against apathy and for authenticity. It celebrates BrewDog’s raw, authentic and rebellious nature.

Lauren Carrol, brand and marketing director, at BrewDog, comments: “With our ambitions you need a partner that not only understands our goals but also our voice. With Media.Monks we found a fearless collaborator, who can provide solid data and brand strategy to support high quality and daring creative work. This campaign is a testament of that.”

Tarek Sioufi, global executive strategy director, at Media.Monks adds: "Lost Lager was born from the realisation that the category - and the culture that surrounds it - has lost its way. Artificial lifestyle ideals and unattainable aspirations have long been the currency of larger brands. It’s created a lack of relevancy resulting in apathy and indifference. We sought to take to the soapbox, call out the fakery and empower people to make a more active choice.”

Jimmy Blom, executive creative director at Media.Monks, adds: “This constant expectation to live up to the polished lives and lifestyles of more successful, more beautiful, more well curated people than yourself, is frankly just exhausting. Why should you have to buy into that?”