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 with me 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 with, 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 the pitch, 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 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 where we interviewed, filmed, and photographed women celebrating with a Sam Adams beer. We sent the elements to the brand to post immediately following the parade so they were able to tap into this exciting current event in real-time.

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