The 1776 Pack
To celebrate Independence Day, we helped Pabst Blue Ribbon create a special-edition 1776 pack. You're Welcome, America.
Project Overview
The Brief
In honor of America's birthday, we built a larger than life recreation of the classic PBR 12 pack — that holds 1,776 cans of Pabst beer.
Fabrication
Step one: figure out how to adapt a typical 12-pack into a structurally sound 1776-pack.
Since influencers were getting their own #1776Pack, the right sheen, folds and feel of a retail 12-pack were key.
Social Content
With the announcement film ready to debut, we prepared to expand the spotlight.
A handful of additional 1776 Packs went out to influencers and creators around the country. These collapsible versions teed up a summer of PBR content. Beer chilling specialists at Igloo Coolers, skateboard podcasters The Nine Club, comedian Ali Macofsky, and the Michigan emo band Hot Mulligan all received the limited edition 1776 Packs to use to create content with during the summer -- and consume at their own pace.
A gift to America
Because 1,777 seemed excessive.
PBR fans went crazy for the announcement of The 1776 Pack on social media, with over 100k Instagram views, another 85k on Youtube and press pickups from AdWeek, to Food & Wine and Forbes.
- Ounces of Beer0k
- Cans of PBR0
- Kegs Worth of Beer0
- Exclusive Cases0
Credits
A few people we're happy to share a beer with.
The 1776 Pack
- DirectorScott Friedman
- DirectorJake Friedman
- Director of PhotographyMartin Moody
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