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.
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.