Hamm’s Beer: Be Like Minnesota Man
Drinking is seen as the perfect scapegoat for rude behavior. But it really only loosens you up. Hamm’s ethereal new mascot, the Minnesota Man, is here to show that Midwestern Nice is the only way to be with a can in hand. Art direction by Jamie Sullivan.
Out-of-home
Be a nice drunk, basically.
Ads that find drinkers where they drink. Or at least place their drink.
These cans look cool.
And some more.
Covering up construction with drunken aphorisms.
Activations
Famous folk-hero nice guy Paul Bunyan will launch the new Hamm’s campaign, with every statue of the man in Minnesota holding a larger-than-life can. Hamm’s will additionally promote them on their socials to spread the word among those outside The Gopher State.
A Real Nice Launch
A big can for a big guy.
While the Hamm’s Minnesota Man will launch as a fictional mascot, the archetype he represents is very real.
We’ll enlist Vice to create a new content series to dive into the Midwest bar scene to find the person who truly embodies the spirit of the Minnesota Man. The grand prize? Becoming the face of the brand—Minnesota Man (or woman) in all future campaign ads.
Be The Next Minnesota Man
Anyone could be the Minnesota Man. Even you.
Mean drinkers need a wake-up call. Hamm’s will enlist Midwest-nice legends Bill Murray and Kristen Bell as the first recruits in the brand’s Belligerent Police Force.
Undercover at local bars, they’ll call out bad behavior and keep the vibes in check. After launch, any nice-guy drinkers can join the mission to keep bars friendly — one polite but firm intervention at a time.
Belligerent Police
These were the nicest famous people we could find.
Though we should always text with tact when we hit the town, we occasionally slip up. Hamm’s will develop an AI keyboard that translates all your potentially mean (drunk) texts to something nicer and more Minnesotan.
Text Like Minnesota Man
A better, nicer autocorrect.