National Bohemian | Strategist

A good, honest beer.

The Ask

Make a creative campaign for National Bohemian, a legacy beer brand that has the hearts of the Chesapeake Bay.

The Challenge

The Conclusion

My Role

Make a creative campaign for National Bohemian, a legacy beer brand that has the hearts of the Chesapeake Bay.

We didn't steer far from the brands original roots of authenticity and simplicity. We created a simple, grass roots campaign.

Research historical presence of Natty Boh & spoke to some fans

Looked at beer trends, drinkers, and other niche beer brands

Develop the strategy behind the creative campaign

Who is Natty Boh?

National Bohemian was founded in 1885 in Baltimore, Maryland and was best known for being served at the Orioles games. It became the official beer of Baltimore (and the Chesepeake) in the 1960's and from then on gained a cult-like following. The brand has not changed their marketing or rebranded until a failed attempt in 2019 and has only offered one type of light beer.

Opportunity:

There is beauty in simplicity and remaining authentic. Natty Boh is a simple product that does not deviate far from its origins. Natty Boh has done things one way for over 100 years. No fancy triple-distilling process, no exotic hops, none of the fancy pretentious beer stuff at all. Natty Boh is a simple beer for simple folk.

Manifesto:

Campaign Strategy:

Remain the beer of the Chesapeake and of working class families across the country.

Keep National Bohemian’s name relevant by honing in on the brand’s authenticity and simplicity.

Easy Drinking.

Natty Boh has done things one way for nearly a hundred years. The right way. No fancy triple-distilling process, no exotic hops, none of that pretentious craft beer bullshit at all. Leave that to the hipster microbreweries and the yuppie mixologists. Natty Boh is a simple drink for simple folk.

The Creative:

A good, honest beer.

Print:

Out of Home:

Digital Video:

Innovation:

A good, honest beer.

The Ask

Make a creative campaign for National Bohemian, a legacy beer brand that has the hearts of the Chesapeake Bay.

The Challenge

The Conclusion

My Role

Make a creative campaign for National Bohemian, a legacy beer brand that has the hearts of the Chesapeake Bay.

We didn't steer far from the brands original roots of authenticity and simplicity. We created a simple, grass roots campaign.

Research historical presence of Natty Boh & spoke to some fans

Looked at beer trends, drinkers, and other niche beer brands

Develop the strategy behind the creative campaign

Who is Natty Boh?

Opportunity:

Manifesto:

Campaign Strategy:

Easy Drinking.

Natty Boh has done things one way for nearly a hundred years. The right way. No fancy triple-distilling process, no exotic hops, none of that pretentious craft beer bullshit at all. Leave that to the hipster microbreweries and the yuppie mixologists. Natty Boh is a simple drink for simple folk.

The Creative:

Print:

Out of Home:

Digital Video:

Innovation:

The team:

David Ligon - Art Director

Shaw Schiappacasse - Copywriter

Thuraya Al-Wazzan - Strategist

A good, honest beer.

The Ask

Make a creative campaign for National Bohemian, a legacy beer brand that has the hearts of the Chesapeake Bay.

The Challenge

The Conclusion

My Role

Make a creative campaign for National Bohemian, a legacy beer brand that has the hearts of the Chesapeake Bay.

We didn't steer far from the brands original roots of authenticity and simplicity. We created a simple, grass roots campaign.

Research historical presence of Natty Boh & spoke to some fans

Looked at beer trends, drinkers, and other niche beer brands

Develop the strategy behind the creative campaign

​

Who is Natty Boh?

Opportunity:

Manifesto:

Campaign Strategy:

Easy Drinking.

Natty Boh has done things one way for nearly a hundred years. The right way. No fancy triple-distilling process, no exotic hops, none of that pretentious craft beer bullshit at all. Leave that to the hipster microbreweries and the yuppie mixologists. Natty Boh is a simple drink for simple folk.

The Creative:

Print:

Out of Home:

Digital Video:

Innovation:

The team:

David Ligon - Art Director

Shaw Schiappacasse - Copywriter

Thuraya Al-Wazzan - Strategist