We really let the guerrilla out of its cage for the launch of Duvel Green, a unique ale released by Belgian brewing company Duvel. We were asked by San Francisco's Real Branding to mutually create and execute a complete guerrilla marketing campaign that took to the streets in New York City, Chicago & San Francisco during the month of December. We used a derivative of Geocaching, an outdoor activity that uses geographical points (usually latitude & longitude) creating a treasure hunt for participants, to dictate the vision for the entire campaign.

The goal was to create ground-level buzz for Duvel Green through multiple mediums to ignite conversation with the ultimate reward of tasting the golden ale for themselves. To do this, we installed over 2,000 posters in the 3 cities, infiltrated metropolitan cores with over 180 brand ambassadors distributing 25,000 coasters which doubled as VIP passes to exclusive Duvel parties, and lit up the cities with building illuminations at night, all connected by identical brand messages. The result was a coherent campaign that filled up bars serving Duvel Green in each market - some even to the point of tapping out, with standing room only! We also gave away over 1,000 of Duvel Green's signature glass over the 3-week campaign to those who tried the beer themselves.

Click here to view our video recap!