We set out to reprise Rheingold’s history, emphasizing its simplicity and New Yorkness in hopes of gaining popularity with culture drivers and old fans alike and reingraining the beer in New York’s cultural fabric. Our single idea of Rheingold as “100% New York by Volume” drove all work within our integrated campaign, instilling each piece with a brash, seedy, bold clarity, and built the brand as a whole into an honest, unmarketed badass beer.