The U.S. Women’s Soccer Team had won the World Cup. A ticker tape parade was scheduled to happen on Wall Street to celebrate. Megan Rapinoe had led her team to victory and made a stand for equal pay for women soccer players.

Consequently, I’d just gotten back from a trip to Boston where I met with the Boston Beer Company President who shared they had an issue with the relevancy of Sam Adams in social media and introduced me to the Marketing Manager.

I approached an AD I’d been working and we quickly came up with a social media campaign pitch that played off the “American Revolutionary” narrative previously established by the brand. The Marketing Manager loved it and greenlighted the project.

The idea – #RevolutionaryWomen – was to leverage the win of the U.S. Women’s Soccer Team as a win for all women. Who better to celebrate that than the American Revolutionary brand, Sam Adams, at bars along the parade route. We assembled a small crew and hit the parade the next morning to interview, film, and photograph women celebrating over a beer. Sam Adams was able to post the campaign and tap into this exciting current event in real-time.

.CD/CW: Paula Dombrow  CD/AD: Jacqueline Leak  AGENCY: Truth Beauty Now LLC.