Deschutes Brewery
CLIENT
Deschutes Brewery
PROJECT
The Beer Maze
SERVICES
Brand Strategy, Creative Direction, Experiential Marketing, Social Media Content, Unexpected Awesomeness
THE ASK
For Deschutes Brewery’s 30th Anniversary, we were tasked with creating an interactive experience exclusively for Deschutes co-owners, celebrating the people and values that have made the brewery what it is today.
THE INSIGHT
Deschutes has always taken pride in the pluck and ingenuity of their co-owner staff. And even as the brewery has grown immensely, the culture around the grounds is still very much grassroots. So what better way to celebrate 30 Years of fun, family, and beer than with the most over-the-top beer experience never done before?
THE EXECUTION
Presenting the BEER MAZE – 270 beer pallets designed into a pint-glass shaped, 6-room maze showcasing the core values of the brewery through creative experiences. Over 400 co-owners entered the maze, donned protective clean suits and roamed through experiences featuring leaf blowers filled with confetti, falling water, a claw machine full of beer, water guns filled with paint, blacklights, fog machines, exploding “hops” and experimental beers… a beautiful mess, and a killer way to introduce the brand’s new direction to their community. Oh, and then we did it all over again at the Portland Pub… indoors.
