The Driest Beer
California Was In The Depths Of The Drought.
Born and bred in California, we proposed that BJ's should use it's craft to help make a difference.
Brew A Beer Designed To Save Water
It would begin with their brewers crafting a beer that reduced, reused and recycled water in the brewing process, creating "The Driest Beer".
Share It With California
Take the basic principles and share it with brewers, big and small, across the State, promoting their ability to have an impact on the world whilst highlighting their experience and prowess in brewing award winning, hand-crafted beer.
Buy A Hero A Beer
Celebrate Those Who Always Make Their Time Count
Living into the strategy of "Making Time Count", we used BJ's best asset – their hand-crafted beer – to celebrate those who make the most of the time they have every day.
We created a platform on the BJ's website that allows anyone to buy a beer for a hero in their community, redeemable by local fire, police and EMT service people in the restaurants.
The Hero In Your Life
We also created dedicated gift cards and embedded them into the platform so whether it's your sister who watched the kids or your best mate who helped you move house, you can thank the heroes in your life with the honest gesture of buying them a beer.
How Can A Brewhouse Show Off Fresh Ingredients
BJ's makes their time count by making sure they put fresh and healthy ingredients into their meals in the first place – but who's going to believe a restaurant franchise when it comes to quality?
Don't Ask Us, Ask The Kids
Who hates vegetables most? Well we put our new EnLIGHTened menu to the ultimate test, and despite being incredibly cute, they really helped us make our point.
The Place To Commiserate
BJ's can't compete with the billion places people go to watch their team compete in March Madness.
1 Winner = 67 Losers
So although everyone has their local lucky bar, there's nowhere to go once your team goes out. Enter BJ's, and the 5 Stages of Basketball Blues, making sure you can make the most of what's left of the tournament by spending your time with us.
This lived alongside a plethora of fun social content across all the regular platforms.