Saint Bier is a Brazilian craft beer brand that is very orthodox when it comes to following the German Beer Purity Law. They challenged us to launch a new brand positioning based on the insight that craft beer lovers behave just like religious people, getting together on the same day and place every week, revering certain beers (hopefully, Saint Bier), and developing specific habits - becoming beer puritans and preachers, if you will.

In 4 years running different iterations of the Convert Yourself platform, Saint Bier increased its market share significantly and doubled its brand value. This is a series of print ads that were part of an integrated campaign that also included TV commercials and OOH media. All three ads were featured in:

• Lürzer’s Archive – Oct 2015.