celebrating what it means to be a bostonian.
In the wake of the Patriot’s Day, Samuel Adams wanted to reinvigorate the spirit of Bostonian’s love for the city during the Boston Marathon.
With hundreds of thousands of people coming in from around the world, Boston’s borders widen for a day to include all people. Whether watching from the sides, running in the race or rooting for runners from their homes, for one day, the entire world can say, “I Am Boston.”
• Narrative & Manifesto Development
• Campaign Concepting & Development
• Creative Asset Design & Production
• Experiential Extension Concepting
We created a unified design system—supported by activation ideas—to convey Sam’s partnership with the Boston Marathon, inspiring and unifying an audience of 30,000 runners, countless spectators, volunteers, event organizers, and the citizens of the city who come out in droves to support the runners on Patriots’ Day.