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I.C. C
REAT
IVE
BRIE
FC
LIEN
T: Im
peria
l DA
TE: 1
2/13
/15
JOB
NAM
E: F
inal
Pro
ject
430
00C
REAT
IVE
TEAM
: Bre
ndan
Dav
is
WH
AT IS
IT?
This
is a
n ad
cam
paig
n pr
omot
ing
Impe
rial B
eer a
nd th
e lif
esty
le th
at g
oes
alon
g w
ith it
. It c
onsi
sts
of tw
o fu
ll sp
read
mag
azin
es a
ds th
at w
ill be
foun
d in
var
ious
tra
vel m
agaz
ines
. As
wel
l as
an o
vers
ized
post
card
.
WH
OM
IS IT
FO
R? U
rban
Men
21-
30Th
is c
ampa
ign
is d
irect
ly ta
rget
ing
men
bet
wee
n th
e ag
es o
f 21-
30. T
he
mille
nnia
l gen
erat
ion.
Thi
s ta
rget
mar
ket i
s in
a ti
me
of th
eir l
ives
whe
re th
ey h
ave
the
time
to tr
avel
and
be
adve
ntur
ous.
The
y ar
e be
er d
rinke
rs a
nd a
re lo
okin
g fo
r the
coo
l alte
rnat
ive
to d
rinki
ng a
mai
nstre
am b
eer.
Drin
king
a “f
orei
gn b
eer”
m
akes
them
feel
spe
cial
. The
y ha
ve in
tere
st in
trav
el a
nd a
dven
ture
. The
y ha
ve
disp
osab
le in
com
e an
d ar
e ei
ther
goi
ng o
n a
vaca
tion
or a
re c
urre
ntly
on
a va
catio
n in
Cos
ta R
ica.
WH
AT’S
TH
E KE
Y M
ESSA
GE?
The
key
mes
sage
of t
his
cam
paig
n is
that
Impe
rial i
s th
e be
er to
drin
k fo
r the
C
osta
Ric
an e
xper
ienc
e. W
hen
peop
le tr
avel
they
typi
cally
wan
t the
per
fect
ble
nd
of a
dven
ture
and
rela
xatio
n. In
this
cam
paig
n or
igin
al im
ages
of v
ario
us p
eopl
e ex
perie
ncin
g C
osta
Ric
a pa
ired
with
the
natio
n’s
mot
to is
the
exac
t mes
sage
of
the
cam
paig
n. W
e ar
e no
t onl
y se
lling
the
beer
we
are
tryin
g to
sel
l the
exp
eri-
ence
of b
eing
a to
uris
t in
Cos
ta R
ica.
Bee
r jus
t hap
pens
to b
e in
volv
ed.
WH
AT S
HO
ULD
TH
E TO
NE
BE?
The
tone
nee
ds to
be
a m
ix o
f adv
entu
re a
nd e
xcite
men
t. Th
ere
is a
lso
a su
blim
e fe
elin
g w
e w
ant t
o cr
eate
. W
e w
ant t
he fe
elin
g of
bei
ng a
roun
d go
od p
eopl
e sh
arin
g a
grea
t bee
r and
enj
oyin
g lif
e.
MU
ST H
AVES
:Be
autif
ul p
hoto
s of
Cos
ta R
ica
and
the
coun
try’s
mot
to “P
ura
Vida
.” AD
DITI
ON
AL C
OM
MEN
TS:
This
cam
paig
n sh
ould
not
onl
y ap
peal
to th
e su
rfing
day
dre
amer
s. O
ther
type
s of
tour
ists
as
wel
l.
12 FULL OUNCES OF
PURA VIDAIn Costa Rica, Pura Vida is less a motto and more a way of life. Pura Vida is the realization that with all of the large problems in the world life is good and we can always drink to that.
Full Magazine Spread
12 FULL OUNCES OF
PURA VIDAIn Costa Rica, Pura Vida is less a motto and more a way of life. Pura Vida is the realization that with all of the large problems in the world life is good and we can always drink to that. Drink Imperial.
Full Magazine Spread
12 FULL OUNCES OF
PURA VIDA
Front of Oversized Postcard 11inches x 5.65 inches
There is more to life than just sitting at your desk and filing spread sheats. You need a break every now and then. You need some new adventures. When you step back and take a look around life can be pretty good. In Costa Rica, Pura Vida is less a motto and more a way of life. Pura Vida is the realization that with all of the large problems in the world life is good and we can always drink to that. We don’t drink Imperial to be happy but drink it when we are.
Cheers! To the good things in life.
Back of Oversized Postcard 11inches x 5.65 inches
The Beer of Costa Rica
