Two Hats: Wait, What? by Mekanism

Agency: Mekanism
Client: Two Hats
Date: Feb 2018
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Brewing giant MillerCoors is introducing a new line of beers to reach those who don’t drink much beer, and with it a new campaign designed to appeal to that demographic.

Two Hats is a new brand of light beers with a hint of all-natural fruit flavor with two options, lime and pineapple, that won’t break the bank. The brand describes it in a release as “a good, cheap option that suits the taste and budget of a new generation of drinkers who aren’t currently big on beer.”

The accompanying campaign, called ‘Wait, What?’ is launching entirely on digital – a first for MillerCoors when launching a new brand – and will flood the internet with memes that they hope will make viewers say, “Two Hats is good, cheap beer. Wait, What?” The simple campaign is certainly meme-ready, featuring quick videos (with six- and 15-second options) that show the beer and a ‘whoa’ face by a very 1970s-looking dude. One has the added element of slo-mo destruction as a bowling ball smashes into a pin-setting of wine bottles, stating “Good cheap beer is coming…Stop your wine-ing,” meant to appeal to the current wine drinker who might just switch to a lighter beer.

Developed by creative agency Mekanism and its in-house social media agency and in-house production company, Epic Signal and Sister, respectively, the campaign is aimed at 21-24-year-olds who don't currently consider beer their beverage of choice.


Creative Agency: Mekanism

Founder/Executive Creative Director: Tommy Means

Head of Creative/Design: Tom Lyons

Creative Director: Matt Stafford

Jr. Art Director: Mills Adams

CEO/President: Jason Harris

Managing Director, Chicago: Rick Thornhill

Brand Director: Amy Henning

Senior Brand Manager: Kyle Goethals

Head of Production: Kati Haberstock

Sr. Producer: Jessica Murray

Talent & Traffic Mgr: Kourtney Luster

Head of Strategy, East: Adama Sall

Planning Director: AJ Livsey

Social Media Agency: Epic Signal

Managing Director: Hallie Harris

Director of Social Strategy: Kirby Todd

Senior Content Producer: Joey Seagrove

Copywriter: Christina Semak

Junior Art Director: Lauren Abele

Senior Social Strategist: Annettte Marroquin

Influencer Strategist: Liz Micheletti

Production Company: Sister Studios

Director: Spenser Nottage

EP: Sarah DiLeo

Producer: Alun Lee

DP: Spenser Nottage

Production Designer - Max Smith

1st AD: Alex Gilbert

Phantom Tech: Dave Lezynski

1st AC: Sydney Cox

Gaffer: Vanessa Woo

Key Grip: Joe Heath

Production Manager: Emily Barbera

Makeup: Emily Sims

Editorial: Sister Studios

Editor: Josh Blackman

Assistant Editor: Scott Limanek

Post Producer: Katherine Bruens

Color: Ntropic

Colorist: Marshall Plante

Mix: M2

Audio Engineer: Mark Pitchford

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Letters of Empathy

Added 14 August 2018
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