Liquor -- the actual spirits, not just the ads -- have long been part of agencies' portfolios - brands like Sailor Jerry, Hendrick's Gin, White Pike and Angel's Envy all have industry origins. That entrepreneurialism continues at 72andSunny with "Yes&," the latest project from the agency's in-house creative residency, 72U.
The talents there recently debuted the limited edition India pale ale. The name is inspired, of course by that familiar improv rule that suggests players replace the word "no" with the words "yes, and" in order to fuel creativity and positive collaboration. Over four weeks, the seven members of 72U worked together to produce 20 gallons of the brew, along with a mural that doubled as the design of each of the 60 bottles created.
The beer, a summertime ale with what the agency describes as a "light amber color, forward citrus flavors and a slightly bitter hop finish," was pretty much a success, but the designs that adorn its bottles, at first, were anything but. (See image #3 above.)
They were created as part of a mural, but initially, the students weren't feeling the packaging. So the team pulled a "yes, and" and worked with what they had to make something better. The 72U team sanded down the bottles to include inklings of the original but also introduced new patterns and colors.
"Sometimes the best way to handle a mistake is to embrace it," said 72U Director Maria Scileppi in a statement. "Imperfection is what makes something interesting, it gives the object a story."