Launch Campaign
Brand
Hoegaarden
Roll
Art Direction & Design
"Hoegaarden Apple," the latest product to be introduced to the Korean market by Hoegaarden, was developed entirely domestically, from its initial conception through to preliminary consumer testing and recipe formulation.
Participation in the product's launch campaign included contributions to the key visual development and the activation ideas/concepts.
Key Visual
ACTIVATION
Fall is a season of connecting with nature indulging in activities such as apple picking.
But these are typically outside the city and can be crowded.
So how do we facilitate an easy way to help them unwind and reconnect with nature in the city?
THE FRUITFUL TREE
We reimagine the traditional apple-picking experience, adding a unique twist that appeals to modern urbanites.
By replacing apples with Hoegaarden Green Apple beer,
we create a one-of-a-kind activity that combines nature appreciation with the refreshing taste of our beer.
Hoegaarden creates a pop-up orchard within the city, filled with Hoegaarden Green Apple Beer Trees.
The visually striking and unexpected sight of beer-filled trees creates a sense of delight and surprise.
