PROJECT PABST DENVER 2016
This was a multifaceted event that included a multi venue 1 day long festival in the Rino district of Denver Colorado. It tapped into both local and national headlining musical acts as well as a variety of other activations including live art demonstrations, tons of food an beverage vendors and an opportunity for participants to record their own album and have it cut to a 1off vinyl record while they waited.
This was a multilevel and multi rollout release marketing project that started with a custom PBR tall boy can that was released in the Denver market specifically to promote the event. The graphic featuring local icons like the Blue Bronco from the airport and the unmistakable Denver skyline with prominent placement of the Daniels & Fisher Clock Tower and the Wells Fargo Tower (cash register building)quickly earned notoriety and became a sought after item by locals and visitors alike . It was affectionally named the laser horse by the Pabst Blue Ribbon team and even had one of the main stages named after it and decorated with its likeness.
Though the center piece for this project was the custom can there were a number of other pieces of collateral created for this project that utilized themes or elements from the initial design. I was responsible for the design, layout and in some cases printing of most of these pieces:
• Custom Tall Boy 12 pack box for Denver/Central Rocky Mountain region
• Custom T-Shirts featuring the Project Pabst Denver 2016 Art Work
• Custom T-Shirts Featuring themes from Project Pabst Denver 2016
• Print Advertisements In varying sizes for most local media outlets including a full page in the Westword (village voice media)
• Custom 11×17 and 4×6 Handbills and Posters for Street Level Marketing
• Custom 18×24 Seven Color Screen Printed Posters for The Event
• Various Other Pieces of Merch and Marketing Including: Hats, Koozies, Banners, Ticket stubs, Social Media Banners, Posts gifs etc.
The event sold out quickly and was considered a resounding success by both PBR and the the 10,000 attendees that flooded Larimer st. Some of the highlights for the day were Charles Bradley’s spell binding performance and and Nathaniel Rateliff and the Night Sweats tore down the house as the finale act. Preceding and following the event PBR also sponsored a number of smaller shows around Denver at other venues including the Larimer Lounge, Marquis Theatre and Summit Music Hall. These events also featured the custom Tall Boy Can as well as some posters and merchandise you can find within other sections of my website.
Project Pabst is making Denver one of its yearly stops and I am personally looking forward to what future years festivals will bring. You always feel like a winner when you got that blue ribbon in your hand!
Some of my favorite pieces of collateral created for the event were the 11×17 street team flier and the 18×24 seven color screen print. Both of these pieces really allowed me to push the vintage comic book theme that we had concepted for the project. You can see the amount of detail and time put into each element like the exploding helicopter and the Japanese Banner (that says award winning beer) and the authentic mock distressing as if the prints were loved and admired dearly through childhood then stored and aged to perfection in grandma’s attic.
“Who needs mountains that turn blue to tell you when you can drink your beer? With PBR the ribbon is always blue.”Captain Pabst