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Rejected Ales

Award: Yellow Pencil

Yellow Pencil / Direct / Direct Mail / 2022

Award: Yellow Pencil

Yellow Pencil / Writing for Design / Storytelling

Award: Yellow Pencil

Yellow Pencil / Experiential / Retail

Award: Graphite Pencil

Graphite Pencil / Writing for Design / Packaging

Award: Graphite Pencil

Graphite Pencil / Writing for Design / Naming

Award: Wood Pencil

Wood Pencil / Packaging Design / Promotional

Award: Wood Pencil

Wood Pencil / Direct / Acquisition & Retention

Award: Wood Pencil

Wood Pencil / Product Design / Promotional

Award: Wood Pencil

Wood Pencil / Branding / Campaign Branding

Award: Shortlist

Shortlist / Integrated / Small/Medium Enterprise

It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards: the Original Ale. To promote this perfect brew, a range of near-perfect rejects were released as the Rejected Ales range – the best beers you were never meant to taste. With names like Yeah-Nah, Keep Dreaming and Ballpark, each of the 27 cans told a story of its rejection, brought to life in fridges, outdoor, press, film, radio and sample packs for journalists. Rejected Ales and Original Ale were distributed in leading drinks retailers, allowing Australia to discover the journey to perfection.

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Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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