Austin, Texas, agency Bakery, founded by Dominican immigrant Micky Ogando, takes Texas-sized approaches to its creative work for clients including Shiner Beers, Diageo, Audi and T-Mobile.

Newly named Shiner’s agency of record, the certified minority-owned agency aimed to reposition the beer as synonymous with Texas culture. The expansive “Say It With Shiner” campaign used Texas' iconography to make the beer top-of-mind for Lone Star staters, boosting sales 4%—but more impressively, immersing it into their language.

The hero spot ingeniously speaks Texan, highlighting local favorites such as Texas Motor Speedway, the Texas State Fair’s iconic Big Tex statue, brisket and legendary hippie hotspot Marfa—all while mostly limiting the dialogue to the brand’s name. The campaign also grabbed Shiner the title of official beer of SXSW and included branding on Big Tex.

Bakery embarked on a more unusual project in 2021—turning top marketers into characters in a “Magic: The Gathering”–style trading card game. “Brandia: Heroes of Marketing” was built as a sort of agency pitch to top marketers, where the likes of PepsiCo’s Todd Kaplan, then-Kellogg exec Tiana Conley and Audi America’s Tara Rush were transformed into custom-illustrated fighters in a fully crafted and playable game. Each card was also converted into an NFT, with all proceeds going to the depicted marketer’s choice of charity.

Better yet, it worked. Bakery signed deals with Kellogg’s, PepsiCo and, yes, Shiner, as a result—with the shop saying it turned $40,000 in production costs into approximately $10 million in potential annual earnings.