Telling the truth, the whole truth, and nothing but the truth...
Why It's Cool:
Beer. Craft Beer, that is. Craft Beer is in, and it's a good thing too. Craft Beer is a democratic response to lackluster mass-produced store shelf libations. The local brewery movement has produced some stellar beers and shifted the landscape. It's a natural extension of the keep it local movements. Why get something that's mass produced by a corporate conglomerate when you can buy it local and hand crafted from your neighbor?
Why We Love It:
The owners of Founders have a compelling story. It's a relatable situation to countless small business owners. The shot selection and editing style don't get in the way but rather makes Founders accessible to the audience. A deft touch can be the difference between connecting with the audience or turning them away.
What You Can Learn From It:
Being bold in your video production doesn't always mean epic shots, big music, and high-concept. This video is bold because they chose to tell you their whole story, warts and all. They made mistakes and it had pushed their business to the brink. But out of that moment came the courage to turn their business around and make the kind of beers that they are known for today. Their hardship was a crucial part of their story. By sharing their struggles, they relate to their customers and their customers get to share with them the satisfaction of overcoming those struggles. When you relate to customers on that level, they begin rooting for you. And rooting is the manifestation of loyalty.