Having worked on Stella Artois 0.0, the brief was to reposition alcohol-free beer from something people settle for into something they genuinely want. The category was stuck in apology mode, so we flipped the narrative with a taste-first platform built around “Good AF” — a deliberate play on “Alcohol-Free” and “As F**k”.

We developed a bold, culturally-driven campaign that tapped into internet language and brought it into the real world, taking over streets across the U.S. during Dry January. Through sharp design and confident creative direction, we created a platform that gave alcohol-free beer a new voice — unapologetic, desirable, and, most importantly, good as f**k.