Partners in Crime launches campaign for new Firemans Light beer


By thesanfranciscoegotist / /

Real Ale Brewing Company (RABC) has launched its latest beer – Firemans Light – and SF shop Partners in Crime is out with marketing for the beverage.

The campaign features the tagline, ‘For All Y’all’ and includes an online film, animated videos, website, print ads, in-store signage, billboards and other out of home placements as well as targeted ads on social platforms.

“With the beer as honest and diverse as the state itself our challenge was to bring that to life and also create a campaign that stayed true to Real Ale’s roots and values. We avoided anything that came close to a typical overproduced beer campaign by focusing on honesty and accessibility. And we certainly weren’t about to use marketing tactics like a potentially divisive influencer campaign to get this beer in front of the millions of light beer drinkers in Texas.” explains Stephen Goldblatt, Creative Director and Founder of Partners in Crime.

In fact for the online film Partners in Crime crowdsourced a diverse group of Texas “non-influencers” to introduce this beer to the masses. By co-creating the film with regular folks from around the state, this idea of inclusivity and Texas pride is front and center in the film. The website is “a way for Firemans Light to demonstrate their commitment to regular Texans doing regular things.” Users can dive into the social feeds of these non-influencers and invites others to be part of their non-influencer community.

Firemans Light is available for purchase in both on and off-premise throughout the state of Texas. Or as Real Ale puts it “Unavailable in 49 states.”

Client: Real Ale Brewing Company
Product: Firemans Light
Brad Farbstein – President
Chad Stoner – CFO
Tyler Linton – Creative Director
Carrie Kokinda – Marketing Coordinator

Agency: Partners In Crime
Founder & Creative Director: Stephen Goldblatt
Partner & Creative Director: Lee Einhorn
ACD/Writer: Lauren Bayne
Strategist: Jen Billiot
Media Planning: Noelle Newby

Art Direction: Stephen Goldblatt
Writer: Peter Rosch
Writer: Lee Einhorn
Writer: Mike Tuton
Design: Bob Dinetz
Illustration: Lisa Engler
Photography / Retouching: Scott Harben 
Animation: Noah Rappaport
Animation: Simon Ainge
Web Deveopment: Jason Lively

Production: PiC Production
Director: Stephen Goldblatt
Executive Producer: James Hagedorn

Post Production: Rough House
Executive Producer: James Hagedorn
Editor: Erik Carlson
Color: Eric Escobar
Audio: Jeremiah Moore

Music: Mophonics


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