Freelace art director and graphic designer based in Melbourne, Australia.
Bridge Road Brewers has declared its independence from Australia with the creation of the world’s first ever beer micronation.
In the midst of a beer landscape tainted by multinational buyouts and questionable dealings, BridgeRoad Brewery found itself at a crossroads.
The Australian beer industry had witnessed a surge in suspect behavior, where tap contracts and supply agreements resembled a monopolistic game. The insight was clear – to ensure true independence, BridgeRoad Brewery needed to declare its autonomy loudly and proudly.
So, we helped Bridge Road put their money where their mouth is—by seceding from Australia and founding the Republic of New Brewland, the world's smallest micronation.
Created on a shoestring budget, New Brewland was picked up by multiple international trade press magazines, racking up over 250 thousand social media impressions and making founder Ben Krauss the bell of the ball at the 2019 Melbourne Good Beer Week festival.
Brewland was formally birthed with a secession party at the Bridge Road Brewers compound in Beechworth, along with the unveiling of the national flag along with an anthem penned by Cameron Bird of Architecture in Helsinki fame.
"The borders of Brewland are open to everyone – so toss that multinational yellow fizz and come join us,"
— Ben Kraus, Bridge Road Brewers founder (and the newly appointed President of Brewland).
Agency: McCann Melbourne
CCO: Patrick Baron
Creative Director: Andrew Woodhead
Creative Team: Rafael Martins, Guilherme Machado
Producers: Stephanie Rinaldi, Cinnamon Darvall
Accounts: Georgina Pownall, Kim Handley
Social Media Manager: Jim Coumans, Cameron Watson
Production company: Lagoon Collective / Sydney
Music/Sound Production company: Gusto / Melbourne
Director of Photography: Edward Triglone
Photographer: Tim Swallow
Brewland
Bridge Road Brewers has declared its independence from Australia with the creation of the world’s first ever beer micronation.
In the midst of a beer landscape tainted by multinational buyouts and questionable dealings, BridgeRoad Brewery found itself at a crossroads.
The Australian beer industry had witnessed a surge in suspect behavior, where tap contracts and supply agreements resembled a monopolistic game. The insight was clear – to ensure true independence, BridgeRoad Brewery needed to declare its autonomy loudly and proudly.
So, we helped Bridge Road put their money where their mouth is—by seceding from Australia and founding the Republic of New Brewland, the world's smallest micronation.
Created on a shoestring budget, New Brewland was picked up by multiple international trade press magazines, racking up over 250 thousand social media impressions and making founder Ben Krauss the bell of the ball at the 2019 Melbourne Good Beer Week festival.
Brewland was formally birthed with a secession party at the Bridge Road Brewers compound in Beechworth, along with the unveiling of the national flag along with an anthem penned by Cameron Bird of Architecture in Helsinki fame.
"The borders of Brewland are open to everyone – so toss that multinational yellow fizz and come join us,"
— Ben Kraus, Bridge Road Brewers founder (and the newly appointed President of Brewland).