Ad of the Day: thou shalt not, not drink this January, commands alcohol-free beer brand
Lucky Saint plays on Christian imagery in Dry January campaign shot by Rankin.
Lucky Saint out of home campaign / Lucky Saint
New alcohol-free beer brand Lucky Saint has leaned into its religious name for a series of out-of-home ads encouraging people to switch to its 0.5% lager for Dry January rather than stop drinking completely.
Rankin Creative captured imagery for the campaign, which also features still-life photography from Sun Lee, while Megan Taylor headed up creative from Lucky Saint’s side.
Copy on the posters includes ’Our saviour’, ’Thou shalt not, not drink’ and ’Lead me not into temptation’.
Sharing the ads on Linkedin, Lucky Saint’s managing director Emma Heal wrote: “Breaking rules, honoring traditions – across print, across the tracks, on walls; we’re here to support your Dry (Drier!) January.”
Squadron Venture Media handled media, which comprises 6-sheets and cross track 48-sheets on the London Underground, as well as a targeted campaign in Brighton.