Devil's Peak Beer: Guitar

The Devil’s Peak ‘Find what you Love’ campaign comprises three ads each targeting its own unique subculture.

The goal being to begin a lasting relationship with the members of these subcultures.

The roots of this relationship would be initiated by these ads, conceived to address specific aspects of the art-form or sport and recognisable to its members.

The first of the series "Downhill" features the G.O.A.T. of mountain biking, the legend Greg Minnaar.