The thought of missing out on something can be a powerful motivator. Often, when we can’t have something, we want it even more.
We leverage this insight in combination with the timing of the event – running at end of the summer. This is the time of year when the target starts to lament about the warm days of summer with friends that will soon disappear and give way to colder, darker and shorter days.
Our creative uses this pivotal point in time to highlight this feeling and the last chance for summer fun with friends. Then, we visually dramatize peoples’
reactions after missing out on September 14th, instilling desire to attend.
Print advertisement created by Yield Branding, Canada for Georgetown Craft Beer Festival, within the category: Recreation, Leisure.