Whether you’re tubing down a river or pontooning on a lake, there are specific charms that come with a lazy Midwestern summer. Now, Oberon Ale—a cult favorite summer beer in Michigan—celebrates those charms in a campaign called “We Summer Differently.”

Ad agency Solve in Minneapolis created the campaign, which includes videos, billboards and other social/digital assets. The work is running across the Great Lakes region, where the Bell’s Brewery brand is looking to expand its reputation.

“Oberon is a summer ale ... that launches in March,” said Kathleen Wille, chief creative officer at Solve. “This is clearly a brand that embraces all us Midwestern fools who head out in shorts on that first 48-degree day. That’s what this campaign is all about.”

Solve won creative AOR duties for Oberon in a pitch earlier this year. Solve is also creative AOR for Two Hearted IPA, another Bell’s brand. The agency’s 2023 campaign for Two Hearted IPA celebrated that brand’s utter disdain for what’s trending in the world.

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