10 Barrel x Monster Children
Integrated Brand Campaign
Branded Content
White Label Assets
Custom Zine
Brief
10 Barrel’s easy-drinking lager brand, Pub Beer, is the perfect beverage for “Cheap Fun.” It’s not fussy, not pretentious—just a solid beer to drink when skating, surfing, or snowboarding. Pub Beer needed a partner who could credibly speak to all three sports and deliver a video and printed zine that could be repurposed as marketing collateral in their various breweries.
The Work
We put our spin on the infamous “Triple X” day of tackling skate, surf, and snow in one day for our feature “Days Well Wasted.” Instead of going out with one person and shooting the entire piece in a day, we focused on shooting with pro skater Dan Plunkett, pro snowboarder Scott Blum, and pro surfer Jake Kelley in their native environments: LA, Ventura, and Mammoth, respectively. And, of course, plenty of beers were crushed in the process, true to Pub Beer’s tagline of “Cheap Fun.” Monster Children curated talent, produced a long-form video piece, printed zine, and white label ad assets for 10 Barrel.
Results
The campaign was highly successful, delivering impressive results in terms of engagement, reach, and sales. The social media content generated significant engagement and shares.
The Deliverables
1x long-form Video title “Days Well Wasted”, 1x Print Zine, 1x White Label advertising package (design and photo buyouts), 3x supporting shoulder content pieces focused around Pub Beer product.
Photos and Zine
We produced a premium zine to be inserted into every copy of Monster Children magazine. The zine was also stocked as marketing collateral at all 10 Barrel breweries to further promote the project and partnership.
Shoulder Content
We created multiple pieces of shoulder content to reinforce the Days Well Wasted project, including a “Packed” product feature with photographer Andrew Peters.
