BrewDog launches “Gusto Punk. Anima Craft”, the new outdoor campaign in Milan for Punk Ipa

The Scottish brewery BrewDog returns to the spotlight in Milan with “Gusto Punk. Anima Craft”, the new OOH campaign dedicated to Punk Ipa, the brand’s flagship beer and an icon of the craft revolution.

The campaign, created by the Scottish agency The Goodship Studio and adapted for Italy by Gb22 for OOH and Studio Panorama for digital, brings BrewDog’s unmistakable identity to the heart of the city through a high-visibility media plan: 400 sites across the underground, FSU and shelters, accompanied by a social campaign on Meta designed to amplify its message in the digital world as well. With media planning by EssenceMediacom, the campaign will run until 14 November.

The beer

At the heart of the communication is Punk Ipa, the beer that, more than any other, represents the meeting point between BrewDog’s irreverent attitude and its brewing culture. Born in Scotland with the ambition of challenging the conventions of the beer world, BrewDog has over the years helped bring craft beer out of its niche, introducing an ever-wider audience to intense flavours, aromatic richness and a new, more contemporary and non-conformist way of experiencing beer.

Punk Ipa has become the emblem of this journey: an IPA produced with American and New Zealand hops and an immediately recognisable character, a symbol of the craft revolution in Europe and of the non-conformist spirit that has always underpinned BrewDog’s identity. The new campaign aims to bring this story back into the spotlight.

The concept

The concept brings together the two dimensions that have always coexisted in Punk Ipa. “Gusto Punk”, namely BrewDog’s direct, non-conformist attitude, capable of breaking the mould, and “Anima Craft”, which tells the story of its passion for beer, its pursuit of flavour and the craft culture on which BrewDog has built its history. Not simply a rebellious image, therefore, but a character underpinned by a genuine brewing spirit.

The comment

“Punk Ipa still represents the essence of BrewDog today. It is a beer born to challenge conventions, which has helped make craft culture more accessible, contemporary and relevant to a new generation of consumers. With the ‘Gusto Punk. Anima Craft’ campaign, we want to return to our roots and remind people what makes BrewDog different: an attitude that breaks the mould and an authentic passion for craft beer,” explains Roberta Gambino, brand marketing director at Swinkels Italia.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.