CAMPAIGN DESIGN for

25TH BIRD-DAY

With 25 years creating legendary beer on the Oregon Coast, the Pelican team wanted to celebrate this momentous occasion. I designed a campaign to drum up excitement with special quarterly subscription boxes, custom merchandise and exclusive beers created just for the occasion collaborating with legendary brewers of Pelican’s past featured in long format content.

It all started at a rundown old building on the edge of the Oregon Coast. Twenty-five years later, Pelican grew into a craft beer industry leader with fans throughout the Northwest and worldwide. With Pelican's birthday perfectly aligning with National Bird Day on May 4th, this special occasion demanded a celebration fit for a Bird-Day campaign. The core focus became bringing back four of the beloved Pelican alumni from all over the country who have become Brewmasters and industry leaders themselves to collaborate on a special beer with the legendary Brewmaster, Darron Welch to showcase how far and influential Pelican has been in the brewing industry. I created the Bird-Day Box–a quarterly subscription for craft beer enthusiasts to receive six 500 mL bottles of our coveted Bird-Day Pelican Alumni Collaboration beers and first access to custom 25th Birthday merchandise. I directed the photo and video teams on Brew Days, interviewed and scheduled the Brew Team, designed custom packaging and products to add to the Bird-Day Box and created in-depth blog posts and videos to drive traffic, and even created and led a special Willy Wonka-style contest to find the Golden Pelican under a special bottle cap to win an exclusive VIP trip to the beach to stir up the excitement.
Branding, Package Design, Website Design, Media Content, Print Collateral, Brand Collaboration, Vendor Relations, Brand Management and Creative Direction
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Team: Natalie Fields, Marketing Director, Alex Pallas Content Manager & Bryan Robson, Retail Manager
Featured Photography by: Alex Pallas