Fans direct their own Ads via Brewlander OOH campaign

Independent brewer Brewlander has launched a new campaign in partnership with agency BLKJ Havas that cleverly leverages artificial intelligence to involve consumers in the creative process. The initiative is a playful commentary on the high-cost, glamorous world of traditional beer advertising—the kind that typically features million-dollar shoots, exotic locations, and celebrity endorsements. Brewlander’s core message is that its investment goes into the quality of the beer, not the cost of the commercial. 

Instead of actually producing expensive commercials, the brand has chosen to print the creative instructions for them. The campaign rolled out across various physical media, including posters, billboards, and magazines. These placements didn’t feature a finished advertisement; rather, they displayed detailed, fantastical text-to-video AI prompts that fans could input into generative tools such as Sora or Qwen 2.5. This instantly allows anyone to generate a high-production, cinematic Brewlander commercial on their own device. 

The prompts themselves were elaborate and imaginative, embracing the surreal possibilities of AI-generated video. Examples included scenes like “Surfers ride black sea horses through an underwater world of neon coral reefs, past glowing jellyfish, raising their ice-cold Brewlanders.” By making the process interactive and fun, Brewlander successfully repositions the beer ad as a user-directed experience. 

This approach strategically positions Brewlander as a transparent brand that prioritizes the product. Furthermore, to connect the creative exercise back to sales, fans who generated and shared their unique AI advertisements received exclusive discounts on Brewlander, effectively turning a tech-forward concept into a driver for product trial.