For its newest campaign,Indio Beer sought to stray from the traditional and opt for a newly inspired campaign. When selecting its creative approach, the company decided there was no better place to obtain unique and brand-defining creative than from those who understand their product the most - its consumers.

Indiolaunched a contest where artists 25 and older throughoutCalifornia,TexasandIllinoiswere encouraged to send in an original artistic piece exhibiting their individuality and how they “Do Their Thing” by posting it on the Indio Beer Facebook page. The company ultimately selected nine winners and showcased their artwork on 47 billboards in several major markets including San Francisco, San Antonio, Los Angeles, and Houston.

Each billboard also credited the artist with the placement of their name. The campaign was a huge success with Indioreceiving hundreds of entries for their Indio Gallery and gaining unique and striking creative for its billboardsfrom those who love the beer most!