Ethel's Brew: GILF

'Ethel's Brew,' is a beer DDB created for the 2012 Cannes Lions International Festival of Creativity.

Ethel's Brew was an opportunity for DDB to showcase its creative muscle through the development and launch of a product with an intriguing brand story. While ostensibly "Ethel" was an 88-year-old Brooklyn woman reinventing her life by following through with a lifelong passion to become a beer brewer, in reality, Worldwide Chief Creative Officer Amir Kassaei and his team were responsible for the launch of the beer brand, including the creation of Ethel's story, her home decor and fashion, and even Seth, a grandson to lead her beer's marketing efforts.

Ethel's Brew was supported by hilarious videos and posters that embraced the concept of GILF in an exceptionally creative brand (visually represented in the flamboyant, 70s-inspired packaging). Most of the marketing efforts for Ethel's were encompassed in a digital marketing campaign, including social media engagement on Facebook, Twitter, Tumblr, etc., a 'PR campaign' introducing Ethel, and outdoor ads in Cannes, France.

You can take a look at Ethel's website and social media presence at ethelsbrew.com