Sparking a craft beer movement by turning industry tension into cultural action.

As “Big Beer” quietly acquired beloved craft brands, drinkers lost sight of who owned the beer in their glass. Take Craft Back turned industry frustration into entertainment, launching a fictional $213 billion crowdfunding effort to “buy” Anheuser-Busch InBev before it could buy more craft breweries. The satirical campaign disarmed audiences through digital storytelling, out-of-home, and PR activations while introducing the Independent Craft Brewer Seal, a unifying symbol of authenticity for both brewers and consumers.

The campaign ignited a cultural movement for craft independence, generating more than a billion impressions, sparking adoption of the seal by thousands of breweries, and making ownership transparency a defining value in beer culture.