Advertised brand: New Belgium Brewing
Advert title(s): Anthem
Headline and copy text (in English):
V.O.: “They said... being 100% employee-owned and environmentally conscious would never work. The world is full of people who like to say, ‘You can’t do that,’ and for all of them out there we have one thing to say...”,
100+ employees:
(in unison, hoisting bottles) “Want a beer?”
Advertising Agency: Cultivator Advertising & Design, Denver, U.S.A.
Agency website: http:// cultivatorads.com
Creative Director: Monte Mead
Creative Director: Tim Abare
Art Director: Rich Rodgers
Copywriter: Jen Reis
Additional credits:
Prod. Co.: Nonfiction Unlimited
Dir. : Stacy Peralta
D.P.: Jeff Stonehouse
Exec. Prod.: Michael Degan
Exec. Prod.: Loretta Jeneski
Agency Production: Sideshow Entertainment
Prod.: Kent Smith
Post Supervisor: Arash Ayrom
Editor: Parris Patton
Color Correct: Company 3
Telecine: Sean Coleman
Sound: Lime Studios
Engineer: Loren Silber
Music: March Fourth Marching Band
Published: May, 2013
Short rationale:
New Belgium Brewing—environmentally proactive and 100% employee owned—sums up its brand values in its new tag, “Pairs well with people.” The line refers, here, to the brewer’s social policies, and in accompanying online videos, to its people-friendly flagship brew, Fat Tire Ale.
All cast are New Belgium employees.