Rejected Ales
Award: Yellow Pencil
Yellow Pencil / Direct / Direct Mail / 2022
Award: Yellow Pencil
Yellow Pencil / Writing for Design / Storytelling
Award: Yellow Pencil
Yellow Pencil / Experiential / Retail
Award: Graphite Pencil
Graphite Pencil / Writing for Design / Packaging
Award: Graphite Pencil
Graphite Pencil / Writing for Design / Naming
Award: Wood Pencil
Wood Pencil / Packaging Design / Promotional
Award: Wood Pencil
Wood Pencil / Direct / Acquisition & Retention
Award: Wood Pencil
Wood Pencil / Product Design / Promotional
Award: Wood Pencil
Wood Pencil / Branding / Campaign Branding
Award: Shortlist
Shortlist / Integrated / Small/Medium Enterprise
It took the Matilda Bay brewers 27 batches to create a beer that met their master brewer’s standards: the Original Ale. To promote this perfect brew, a range of near-perfect rejects were released as the Rejected Ales range – the best beers you were never meant to taste. With names like Yeah-Nah, Keep Dreaming and Ballpark, each of the 27 cans told a story of its rejection, brought to life in fridges, outdoor, press, film, radio and sample packs for journalists. Rejected Ales and Original Ale were distributed in leading drinks retailers, allowing Australia to discover the journey to perfection.
What did the judges have to say?
"Great work has writing that is a seamless and integral part of the creative idea. Good writing for design is not superfluous or frivolous, or an excuse for verbal diarrhoea. Good writing is almost invisible and effortlessly propels the brand, product or service. Matilda Bay’s Rejected Ales has succinct, distinctive and relevant writing, sprinkled with the right amount of insights and wit. Importantly, the writing adds to the experience of drinking a new or (im)perfect ale."
Garech Stone, Founder & Creative Director, The Stone Twins
"Fresh, honest and charming approach to storytelling which stayed true to the intrinsic qualities of the product."
Keenon Daniels, Senior Creative, Trustly
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.