New Belgium Brewing: Pedal-tacular

Visitors touring the grounds of New Belgium Brewing, Fort Collins, Colo., this summer can pose within a print ad that appears on the back cover of Rolling Stone, among other places. The full page ad has been turned into a full size photo set. The campaign is by Cultivator Advertising & Design, Denver. The ad, for New Belgium’s flagship Fat Tire Ale, depicts a man and a woman balanced on the pedals of the beer’s signature fat tire bike, in turn balanced on a slack-rope. It is meant as a whimsical statement about Fat Tire Ale’s balanced brewing, and also as a reference to the brewery’s 2010 Tour de Fat bike festival, which visits ten western cities from Chicago to Austin to L.A. to Seattle. A life size recreation of the ad is now adjacent to the tasting room on the brewery’s public tour. Before imbibing (or after; all props are solidly welded in place) visitors can photograph themselves “balanced” on the bike and, by uploading the shot to New Belgium’s Facebook page, enter to win one of ten custom-designed Felt single-speed cruisers—just like in the New Belgium Brewing bottle cap and logo—that will be given away weekly from Memorial Day to Labor Day.

Advertising Agency: Cultivator Advertising & Design, Denver, USA
Creative Director / Art Director: Monte Mead
Copywriter: Melyssa Glassman
Photography / Illustration: John Johnston

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