The lighter side of dark

Newcastle Brown Ale casts a large shadow.

To give beer drinkers a taste of its “lighter side of dark” positioning, Newcastle Brown Ale turned to a couple of New York-based shadow artists to develop an OOH execution that works better at night. Using a single light source, the duo constructed a billboard for the brand that turns a random spattering of beer caps by day into an intriguing piece of shadow art by night. The execution was developed by San Diego-based Vitro.


advertiser: Newcastle Brown Ale
agency: Vitro
ECD: John Vitro
CD: KT Thayer
copywriter: Pam Frasier
AD: Paul Lambert
agency producer: Mickey Strider
account director: Ben Feeney
account supervisor: Whitney Milne
video editor: Dave Friz