The ad features a large, bold billboard with a deep green background, mirroring the color of Moosehead Lager’s iconic can. The text reads:

“It’s A Tall Boy, Not A Small Boy.”

The phrase is positioned next to an image of a Moosehead Lager can, emphasizing the product. The simplicity of the design keeps the focus on the text and the product, creating an immediate visual impact.

The ad leverages a playful twist on the common term “Tall Boy” (a large beer can) to create a memorable and catchy phrase. By contrasting “Tall Boy” with “Small Boy,” the ad emphasizes the product’s size and strength, appealing to consumers who prefer a substantial and satisfying beer experience. The humor and wordplay are designed to resonate with a broad audience, making the ad both fun and memorable.

Size Satisfaction: Some customers may feel that smaller cans don’t offer the value or satisfaction they seek in a beer.

Perceived Value: Consumers may be looking for a product that offers more volume and a richer experience for their money.

The target audience includes men and women who enjoy beer and are looking for a product that offers more in terms of size and value. This demographic likely appreciates clever, humorous marketing and enjoys brands that don’t take themselves too seriously.

The goal of the campaign is to highlight Moosehead Lager’s “Tall Boy” as a product that offers both size and quality. The ad aims to catch the attention of passersby with its clever wordplay, making the product more appealing by emphasizing that it’s a better choice for those who want more beer in their can. The campaign is designed to reinforce the brand’s image as both approachable and substantial, offering a satisfying beer experience with every “Tall Boy” purchase.

I created 4 different designs for this campaign - One of which is the "It's A Tall Boy Not A small boy".