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New New Belgium Print Via Cultivator

If you’ve been leafing through any national magazines like Rolling Stone recently, this new round of New Belgium print from the talented crew over at Cultivator has likely caught your eye. This is by far one of our favorite ongoing campaigns coming out of Colorado – with each new iteration of the campaign getting more refined and more loving crafted. Poetic copy, meticulous art direction and a definitive brand identity. Buy some New Belgium beer, if only to support this stunning advertising.

From creative director, Monte Mead: “The goal for this campaign is unchanged from last year. We are still trying to honor the unsung tinkerers who are trying to make a difference in the environment—people who follow their follies. But the creative has become even more dimensional and dioramic. At first, it was layered. Now the boxes we construct, then photograph, are as much as 9” deep. Having that extra space to include more stuff—recycled stuff—helps push our story forward. And they’re more fun to build. We’re calling them a new art form: ‘Recyclism.’”

There’s even more to enjoy at followyourfolly.com.

Credits:

Client: New Belgium Brewing Co., Fort Collins, Colo.
Agency: CULTIVATOR ADVERTISING & DESIGN, Denver
CD/AD: Monte Mead
AD: Adrian Matthew Glasenapp
CW: Melyssa Glassman
Photo/Illustration: John Johnston, Denver

Editor’s Note: We put this campaign up yesterday, then got a note from Cultivator to wait another week to post it. We took it down, but in the few minutes it was up, other sites had already grabbed the content and put it on their own blogs. So we went with the flow and put it back up. Sorry about that, Cultivator and New Belgium. But this campaign really is too beautiful not to show off right now.

4 days ago / / Link

Comment

  1. I saw some of the original pieces over at John’s studio. Very cool stuff.

    — j · May 7, 04:07 PM · #

  2. Some damn good stuff. They have created a very strong voice for New Belgium.

    — hack boy · May 7, 04:39 PM · #

  3. Nice work! Monte and John rock. Cultivator rocks. Drink Beer!

    — David Schell · May 7, 05:12 PM · #

  4. Yeah, John was showing me some of this stuff when I worked with him last year. It’s a departure for him and really shows he is as much an artist as a photographer. He is really talented. Great work.

    Props.

    — Christopher Cox · May 7, 07:08 PM · #

  5. they are amazing in print and in person!

    — lisa wharton · May 7, 08:08 PM · #

  6. awesome awesome awesome

    — michael Westfield · May 8, 03:28 AM · #

  7. Love it.

    — Mike King · May 8, 03:30 AM · #

  8. Between this stuff, the new Starz logo work and that nice Izze design, I think the doomsday-ers will have a hard time talking about how much Denver sucks.

    If this was done by CPB it’d be all over the books. Well done.

    — AppleZ · May 8, 04:11 AM · #

  9. truly inspiring work. i love the follow your folly website.

    — grinder · May 8, 04:57 AM · #

  10. Sweet, and I’m a scotch drinker. Mazel tov Cultivator.

    — e kiker · May 8, 11:48 AM · #

  11. These are very nice. Quite different for beer ads.

    — PalmerPolanski · May 8, 12:53 PM · #

  12. Nice print. Very tactile.

    If it should be all over the books, it should be all over the books. Regardless of agency.

    Site loads very…very…very…almost there…slowly. Maybe it’s a bicycling metaphor. Need to work on that.

    — David Stone · May 8, 01:02 PM · #

  13. Just saw one of these in Rolling Stone last night. It looked fantastic.

    — Christopher Cox · May 9, 07:13 AM · #