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All Day IPA - "Have it All with All Day" Campaign
Creative Director and Content Marketing Director
Brett Haberkorn
Date
2023
Role
As creative lead for the Founders brand, I drove the campaign from strategy to execution, shaping art direction, scripts, score, and scene/set builds for the shoot. I also spearheaded the full 360° campaign, delivering every asset and touchpoint to bring the brand story to life.
The “Have It All with All Day” campaign introduced the new All Day brand evolution and re-energized current drinkers by positioning All Day as their everyday go-to, elevating ordinary social moments into something memorable.
This campaign claimed visual and tonal ownership of the evolved brand world, championing the message that with All Day, you really can have it all. The canoe - now a core symbol of the brand - became the dynamic center of the campaign. Once the can is cracked, the canoe slides in, transporting consumers into a carefree, elevated social environment, tapping into that “All Day feeling” anytime, anywhere.
To bring this idea to life, we partnered with Synapse, a virtual production studio in Los Angeles, giving us full control over our environments. I directed Synapse on the creation of three unique digital environments and oversaw the build of the physical canoe that mimicked the new brand design. I was on set in LA working closely with the director to ensure all key visuals, motion, and storytelling moments were captured.
The campaign rolled out through a full 360° marketing plan, including OOH with billboard extensions, on- and off-premise POS, digital display, social media, consumer engagement, Spotify and Pandora audio, and Hulu/YouTube video placements.
