MASH’D Zine & Flexi
CONCEPT, ART DIRECTION, LAYOUTMASH’D was an activation tactic from Truth Collective’s “Aleblazers” campaign for Genesee Cream Ale. This was to spread awareness for the brew to organically enter new markets in the Northeast. With a core Millennial audience, we focused on a key insight that they are driven by a need for experiences and self discovery. They love analog culture, music, and real, tangible experiences. So what happens when you combine this audience insight, Cream Ale, and the inspirational creative work surrounding zine culture? You get a 16-page publication called Mash’d.
Zines are a great vehicle for exploring subcultures, discovering new ways of thinking, and creating communities centered on similar interests. In Our Band Could Be Your Life, author Michael Azerrad highlights how zines were catalysts for building bridges between underground music scenes in major U.S. cities during the 1980s. Since the initiative was about creating a new Cream Ale community similar to this American DIY punk scene, a zine was a natural fit. Plus, the zine format really speaks the language of the target market in terms of medium and message. Most importantly, it lets people who are unaware of the brand discover it for themselves—in turn creating a stronger bond with Cream Ale because THEY found it.
PHOTO CREDIT: NUE CHANTHAVONGSAY, WILL MORAN
ILLUSTRATION: JUSTYN IANNUCCI, PETER LAZARSKI, MELODY OSSALA