TEXAS INDEPENDENCE DAY
The Best Views in Texas
When you can’t outspend your competitors, you have to be thoughtful about when and where you advertise. As a Texas-based brand, Lone Star decided to get a head start on their spring/summer campaign by celebrating Texas Independence Day—that’s March 2 for all y’all who don’t live here.
2023 was also the 100th anniversary of the Texas Parks and Wildlife Department, so we pitched the idea of celebrating the natural beauty of the Lone Star state.
We took three locals from Terlingua, Marfa, and Lockhart to Big Bend and filmed them hiking and soaking in the stunning landscape.
Digital, social, OOH, in store, and a Spotify playlist
Local artist collaboration (keep scrolling)
Collab with Austin Artist Emily Eisenhart
Lone Star has a long history of working with local artists. We recommended Emily Eisenhart, whose more abstract style and use of vivid color sets her apart from the usual Lone Star vibe.
Her poster of Big Bend includes the armadillo, Lone Star’s unofficial mascot, who has been a part of every campaign we do in one way or another.
Limited edition poster + merch collection
BTS video with the artist for social
All proceeds from merch sales were donated to the Texas Parks and Wildlife Foundation
