P.H.R.A.

Horse racing is a dying sport and forgotten pastime. The PA Horse Racing Association, or P.H.R.A., is responsible for getting the current generation of sports nuts to care again. So we were asked to come up with an idea to pull our sports adjacent target away from the NFL, NBA, MLB, etc. and into the world of horse racing. So what do all sports have in common? Beer. Introducing "Chomping At The Bit" - a six-pack of beer inspired by horse-racing that lets our audience become a part of the race. Sporting labels numbered 1 to 6 and depicting the iconic look of a race horse's saddle-cloth, everyone can grab a can and tune into the race. Got can No. 4? Follow along with your corresponding horse and cheer him onto victory. Rollout: Label Design • Social Video • Promo Design Role: Concept, Design — Agency: P.MG