“Made with meticulous care.” “Perfected after years of research.” People have heard these claims “a million” times. Big Family Table, the creative agency for American independent craft brewery, Stone Brewing, knew that saying them would be pointless. For the brand’s first ad campaign in twenty-four years the agency needed to make an impact. So it took its client down a road that would be noticed. It asked the brewery to make a very visible “mistake”, to print all of its labels upside down.

The upside-down labels and accompanying strapline, Leave No Stone Unturned, allowed the company to talk about its beer like this:

The campaign is focused predominantly in Southern California and is running in digital, social and major OOH billboards and wallscapes. Its twelve short digital and social media spots were produced by creative animation and mixed media studio, Lobo.“Since founding Stone Brewing in 1996, we’ve been fortunate to participate in making the craft beer revolution what it is today,” explained Greg Koch, Stone Brewing executive chairman & co-founder. “Stone enthusiasts have come to expect innovation and collaboration, and frankly it’s been our honour to deliver. We’re undertaking an ad campaign that we hope will simply remind our fans to both revisit our iconic Stone IPA, as well as to ‘unturn’ some new Stones and discover our wide range of more recent offerings.”