A beer by any other name…

For the past 10 years, Ontario microbrewery Brick Brewing has eschewed advertising and sold its product by word of mouth.But, increased brewing facilities and the 11 gold medals won over the past three years in European competitions prompted the Waterloo company...

For the past 10 years, Ontario microbrewery Brick Brewing has eschewed advertising and sold its product by word of mouth.

But, increased brewing facilities and the 11 gold medals won over the past three years in European competitions prompted the Waterloo company to think about going public.

Brick hired Bruce and Myers Creative Directions, of Toronto, and the result is a 12-week transit shelter campaign in 10 southern Ontario communities.

The advertising was inspired by Brick Brewing founder Jim Brickman, who often says he built the brewery one brick at a time.

The posters are dominated by the visual of a frothing mug of beer, although the beer in the mug has been transformed to a real brick.

The mug is topped with headlines, ‘Quick. Name a beer,” and ‘B.Y.O.B.,’ and followed by the message: ‘Brick Premium Beer. No additives. No preservatives. No superlatives. Nothing but beer.

‘Brewed with uncompromising care in the heart of Ontario’s beer country.’

Credits go to Dennis Bruce, art director; Marty Myers, copywriter; Philip Gallard, of Westside Studios, photography; and Partners II, electronic retouching.