Karmarama create ‘holy’ launch campaign for Lucky Saint premium alcohol-free beer, photographed by Rankin

Jan 21, 2019
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Karmarama have created a striking out of home campaign for new alcohol-free beer brand, Lucky Saint. The launch campaign features iconic black and white images of a saintly nun drinking a Lucky Saint Unfiltered Lager and a cryptic Bible verse.

The lines in the posters include ‘1 Peter 5:8’ – a reference to a passage from the Bible “Be Sober, be vigilant; because your adversary the devil, as a roaring lion, walketh about, seeking whom he may devour:”

Lucky Saint was created by founder Luke Boase with one distinct priority – flavour. The beer is independently brewed in Bavaria and is available in a host of venues across London’s premium on-trade.

Boase said of the launch, “I wanted to change how the world thought about alcohol-free beer so I shared the idea of an alcohol-free beer worth drinking with some industry folk and they told me I’d be better off making fizzy drinks. 2 years, 3 countries, and 6 brewers later and Lucky Saint is here”

The photography for the campaign was shot by world-renowned photographer, Rankin.


Karmarama

Now part of Accenture Interactive, we have unrivalled access to leading technologies, advanced analytics, global scale as well as extensive experience in complex customer-centric digital transformations. Together, we are able to combine our Karmarama creative flair and strategic innovation with the consulting rigour and technological nous of Accenture Interactive to drive better performance for our clients, with human insight at the heart.

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