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Leonard/Monahan, F.X. Matt Brewing Co.-Saranac Beer

Creative Director: David Baldwin

Art Director: Greg Bokor

Copywriter: John Simpson

Illustrator: Jim Erickson

When it came time to devise a strategy for F.X. Matt Brewing Co.'s Saranac Beer, the creative team at Leonard/Monahan wanted its print ads, targeted at young, discriminating beer drinkers, to reek of the beer's Adirondack home.

The campaign, which bills Saranac as the "Spirit of the Adirondacks," combines rustic photographs and drawings with tongue-in-cheek copy and trivia about the beer and the region.

"With Saranac, the biggest thing was to let the reader discover what's behind the brewing of the beer," says Creative Director David Baldwin.

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