Kona Brewing Co. preaches a low-fi lifestyle in digital campaign

The Hawaiian beer brand reaches those who can't put down their smartphones on their smartphones

At a time when consumers are more connected to their screens than ever before, Kona Brewing Co. advertises something different: unplugging. But it does so, ironically, through a digital execution. Created by San Francisco creative agency Duncan Channon, three 30-second spots titled "An App," "Reality TV" and "Viral Videos" bring back the two bruddahs from last year's "Dear Mainland" campaign. In them, both men wonder why anyone would waste their time on things like phone app gamification when they could be kicking back with an ice cold Kona beer. The answer, as the tagline says, is "One life, right? Don't blow it."


Kona Brewing Co. “Dear Mainland” Credits
Anne Elisco-Lemme
Parker Channon
Jessica Wyatt
Rachel Hermansader
Meghan Mast
Keenan Hemje
Kona Brewing Co.
Widaliz Quinones
Kristie VanDomelen
Production & Post Production teams
Novus Select
Rex Lint
Josh Marianelli
Bryan Liscinsky
Palmer Taylor
Marina Rich
Dane Henry
Sean Davis
Mark Pitchford / MSquared Productions
Kurt Zhuang