The Six-Pack Race Track

Who the hell still cares about horse racing? In all honesty, not too many people under the age of 65. Our job was to help the Pennsylvania Horse Racing Association change that. To breathe some life into this dying pastime — and introduce a younger generation to the world of horse racing — we brewed up an idea that would bring the track to the people using something any sports fan could get behind: beer. "Chomping at the Bit" is a limited-edition ale made in collaboration with beloved local brewery, Urban Village, that gives people a taste of the race whenever they saddle up to the bar.

Pennsylvania Horse Racing Association

Concept Development | Brand Activation | Copywriting

Inspired by the iconic look of a horse's saddle cloth, each "interactive" can represents a horse in any given race. Just grab a beer, match it to a steed, and cheer 'em on to the finish line.

We got people hyped about the release with a series of teasers on social.

We even brought a real horse to the brewery and created a promo video to launch this one-of-a-kind beer. Don't worry, no animals were harmed in the making of this ad.

Art Direction by Zachary Haines

Creative Direction by Mark Moll & Gabby DeNofrio

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