BrewDog wanted to do something to set it apart from other brewers to mark the launch of its new bar in London’s Soho.
The answer was to release No Label, billed as the world’s first ‘transgender’ beer brewed from hops that had changed gender, to tap into the spirit of Soho – one of the most diverse and tolerant places in the UK.
The release garnered a huge amount of publicity and received some positive responses (albeit with a bit of controversy) from the LGBT community.
Judges’ comment
PR at its best. Original, clever, simple – brilliant
Highly Commended
Lynx: #BiggerIssues – W for Lynx
Finalists
Messy Adventures – Golin for Persil
Marmite: Millennials First – W for Marmite
Spare Chair Sunday – Weber Shandwick for Bisto/Premier Foods
