Executive Summary
The world is full of sensible brands doing sensible things. That's why so much advertising is essentially wallpaper. Nobody sees it and nobody talks about it. Cutting through and getting noticed is everything, and being provocative and firing a debate is a pretty good starting place. Brave and effective work is never easy. The hurdles and challenges can be enormous. But the rewards can be infinite.
BrewDog's RateBeer campaign is a case study based on single-minded thinking and bravery. Bravery in the creative content used, bravery in the way it was executed, and bravery in the way it...