The purpose of the brief was to research into various award winning categories within the Leories, and create award winning work from it. The concept that was created was Mighty Mead. .
Mighty Mead was designed from the over the top stereotypical manly men: with their beards, chest hair, sports, and just all round manliness. The brand targets the manly men, or men who consider themselves manly as well as the witty individuals who would find this particular brand humorous and not serious.
The manly man does not banter. He manters.
Thank you.
Copy on beer:
"When a manly man is hungry he kills the cow. He does not shy away from devouring a
dozen T-bone steaks in one fell swoop. Feeding your drive is nothing to be ashamed of - the unending strife to newer and greater heights can only be fueled by a
satisifed man, a man who drinks Mighty Mead, the manliest beer ever be drank by man."
"A man wears his crown on his chin, coarse and dense his beard drapes him, befit like only that of a king. The ruler of his own commanding demeanor, the manly man governs all who face him with his growing gift that keeps on giving, the ultimate fuck-you listen-to-me tool. The only thing that penetrates his iron curtain is Mighty Mead, the manliest beer to ever be brewed."
"The manly man has no interest in the skills of grooming and shaving, he wears his woven crest proud and pushed out - the badge of
honour and getting laid. Others only wish to emulate him, the leader of the pack and the man amoungst all other men. The general of tough, the the captain of courage, the man who wears his chest proudly and drinks the manliest beer to greet his warm chest, Mighty Mead, the drink for the manliest men."
"Every Manly Man needs a man posy - to fuel his instinct to lead the wolf pack. A solid group of like-minded manly men to serve as the bedrock to land he conquers. The rugby team, the bar boys, the late night howlers - all with the manliest man leading the pack. He does so with his beer in hand while he pulls in another woman in his stride. There is not time for banter - now is the time to manter, with only the manliest intentions - he does not engage in synchronized swimming or play squash, and he does not drink pink drinks. He only drinks Mighty Mead, the only man drink out there for the manliest men."
"As with the manly man’s instinct to come to the rescue of a damsal in distress, the mans instinct to fix and get shit done is second nature. With his trusty Man tool box he will flex every muscle and wring every drop of sweat until his job is done. Don’t be alarmed if he strips himself of the restraints of his t-shirt, the process is grueling and he can’t have such soft pleasures come in between him, his chest hair and his goal. With the keen eyes of a hungry hawk he targets his prey, and with the keener thirst he pursues the last conquest after his job is done - a pint of the manliest drink out there, a Mighty Mead, for the manly man."
