Pabst: This is the Place
brand campaign + motel activation
Pabst Blue Ribbon is pure nostalgia. To drive awareness for this classic brand, we used that nostalgia to depict Pabst as a place—one that exists in your mind—where times are good, beer is cold, and friendship is forever. A place you can turn to anytime with the simple crack of a can.
“Pabst Blue Ribbon raises the nostalgia bar even higher with its latest campaign”
–AdAge
turning an idea into an experience
After making Pabst a place in your mind, we decided to make it a place IRL. A motel, to be exact, where we built three bookable rooms in Traverse City, Michigan—each one entirely bespoke, packed with easter eggs, and inspired by places of our collective past.
“A lot of times, brand promotions sound good, but then fall flat in real life... this exceeded my expectations.”
–Forbes
“Each of the rooms feature carefully thought out elements that allow visitors to experience the feeling of PBR”
–Juxtapoz
“The motel digs deep into nostalgia with three themed rooms, transporting guests back to the 1980s”
–NBC
👇 tldr: case study👇
wins
👏 $13 million in earned media value
👏 +1.4 billion in earned media reach
👏 +6% YoY sales increase during campaign period
👏 +8% in aided brand awareness
👏 WARC Award for Instant Impact
👏 Motel rooms sold out all summer
👏 Featured on The Tonight Show, Forbes, ADWEEK, NBC & more
team
Creative Director: Allyson Paisley
ACD/Art Director: Lindell Serrin
Designer: Cledisson Jules
Producers: Maddy Giordano + Gabe Hajiani
Motel Build: Hotopp