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Creative Works Food & Drink Non-alcoholic

Ad of the Day: thou shalt not, not drink this January, commands alcohol-free beer brand


By Hannah Bowler, Senior reporter

January 11, 2023 | 2 min read

Lucky Saint plays on Christian imagery in Dry January campaign shot by Rankin.

Lucky Saint out of home campaign

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.

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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.

Creative Works Food & Drink Non-alcoholic

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