![](https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=810&ixlib=php-3.3.1&q=82&usm=20&w=1440&s=e5c57dd4448a90f30b5573e12fc62411 1440w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1620&ixlib=php-3.3.1&q=61&usm=20&w=2880&s=75cb1aa5820f1c29be64d396aa57dbb0 2880w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=620&ixlib=php-3.3.1&q=82&usm=20&w=992&s=a15c3bc45f124fd30c5f32654caed669 992w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1240&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=c26805d377519bc7c79e58696725416f 1984w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=680&ixlib=php-3.3.1&q=82&usm=20&w=850&s=1edf0b8bfdaf03b06e9b7adfdbef0fde 850w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1360&ixlib=php-3.3.1&q=61&usm=20&w=1700&s=2bf917cd57e6c27c895abe37f8555e7d 1700w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1066&ixlib=php-3.3.1&q=82&usm=20&w=600&s=e70ad5d06bd2a178e3419b6329630f25 600w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2133&ixlib=php-3.3.1&q=61&usm=20&w=1200&s=f3db806fb65ab5e9c1c106a76a9297f5 1200w, https://varyer.imgix.net/old-style-chibernate-checkers_2020-10-14-145600.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=3200&ixlib=php-3.3.1&q=41&usm=20&w=1800&s=ef25bb0e04edc822e7a584820c208578 1800w)
Old Style
Premise
To generate memorable short content that quickly captures the ubiquitous midwest winter, we produced vignettes featuring a comedic lead who’s a tad stir-crazy. Each digital clip documents his time amidst his own indoor wonderland, always with Old Style in hand.
Audience
This campaign targets a new, younger generation of beer drinkers age 21-29
![](https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=391db07f3552d8ae77bbfeb0cf4589b4 1200w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1350&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=9ff85e4671f241070b04cd10deed222c 2400w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=c29b53d246af0ff83ad729e36b3eed4a 992w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1116&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=73b9da8bf029024d4b86fe965906fe46 1984w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=f5a8d1dedba95da0a63c058cd666a528 768w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=6a7c9d3826a2a7f277d03129781338ae 1536w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=ebca7f4eb056aa952c64165910465487 576w, https://varyer.imgix.net/old-style-chibernate-set_2020-10-15-230347.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=b78fe6437cd9dd71e2a4367ebb3e5de0 1152w)
On the set
We invite you to our world
To build brand equity in the provided hashtag #CHIBERNATE, the campaign must build trust with Old Style’s new audience. Focusing on storytelling over overtly promotional or product-heavy content dually appeals to loyal fans and serves to pique curiosity in the new. With the introduction of a jester archetype, we set out to make clips that captured his true essence ten seconds at a time.
![](https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=5d51bbdf499e1712454f748d66217c16 1200w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1350&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=58a5ef85e481574ea29451bca46f1edd 2400w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=631102bfd7fbbdcc7b0182d59d77cba8 992w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1116&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=861957d3d1f9f32b1425ec5f9ea32e65 1984w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=26f7ac351a6dbdb93ba87d25385ac315 768w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=d3868684f11e4a6bee52922a807a7518 1536w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=70f6ce45806308b68093b33af5bdb731 576w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-stories_2020-10-16-150559.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=12f4c10d71fa4abdf0b6e9a9d25ad1a4 1152w)
Increasing interactions and exceeding expectations
On socials, provided metrics helped us understand the performance and subsequent success of the campaign for Old Style. Stand-alone video spots exceeded all expectations, delivering an average of 35% video completion rate, almost double the benchmark of 18%. The story videos also surpassed benchmarks, garnering an average 49% video completion rate.
![](https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=675&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=662e215834189ea12b16293ea5a90ba0 1200w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1350&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=027b2ed557f35a96146a0373b150f494 2400w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=558&ixlib=php-3.3.1&q=82&usm=20&w=992&s=4e45d6d1ef1db1dc9d4a387e1a8ed9ef 992w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1116&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=0fe542dcae232ae2b6be7b70103eda3c 1984w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=768&s=a473c9602750f1c76c3aa1638fe030af 768w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=3335bca17292ca7e78653c1984449f19 1536w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=324&ixlib=php-3.3.1&q=60&usm=20&w=576&s=52d7ea5358e7762ace06309acb9d6a7a 576w, https://varyer.imgix.net/old-style-beer-chibernate-increased-views_2020-10-16-145736.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=648&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=38fd56e9d938057019a4b0f637da4a00 1152w)
![](https://varyer.imgix.net/old-style-beer-chibernate-campaign-9.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=961&ixlib=php-3.3.1&q=82&usm=20&w=960&s=8f239efe1fe39474d8ebe192968aabfd 960w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-9.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1922&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=d16121034f42f0f055f0fd4b12c83838 1920w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-9.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=769&ixlib=php-3.3.1&q=60&usm=20&w=768&s=65151426aff375037560014f6fa7ad1e 768w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-9.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1538&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=25b1bd9613bf6357a00efa6bb92dbfc8 1536w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-9.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=576&ixlib=php-3.3.1&q=60&usm=20&w=576&s=1ebd28aa11baf04c04f1bfd2634450eb 576w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-9.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1153&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=e59dec494e17d44e0acb49e5ffb6a674 1152w)
![](https://varyer.imgix.net/old-style-beer-chibernate-campaign-8.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=962&ixlib=php-3.3.1&q=82&usm=20&w=960&s=d71b7968b7bb9e99b4182bd34f049278 960w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-8.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1924&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=430ca0d66dd63a0d1e5cd58e098fd95f 1920w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-8.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=769&ixlib=php-3.3.1&q=60&usm=20&w=768&s=c463da6bc6894b124302bf37378758ff 768w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-8.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1539&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=fa82ae0e3830f620efb5626d9b594042 1536w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-8.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=577&ixlib=php-3.3.1&q=60&usm=20&w=576&s=24649851523a0ced72167d19722417cc 576w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-8.png?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1154&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=d5a019042f7646bd0e570910517b7a09 1152w)
![](/uploads/old-style-chibernate-spinning-can.gif)
![](https://varyer.imgix.net/old-style-beer-chibernate-campaign-10.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1711&ixlib=php-3.3.1&q=82&usm=20&w=960&s=11b4841c92e7b03b53a9d8213f292245 960w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-10.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=3423&ixlib=php-3.3.1&q=61&usm=20&w=1920&s=9a8222c965936bd666adac270d68a917 1920w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-10.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1369&ixlib=php-3.3.1&q=60&usm=20&w=768&s=07371efea29b00146b2eb9b1200d1580 768w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-10.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2738&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=6527ad08eb5af5a38a3a6bb69843bb99 1536w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-10.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1027&ixlib=php-3.3.1&q=60&usm=20&w=576&s=a82b72e82dec408d232202164ffd62cd 576w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-10.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=2054&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=5445e0920eaeea9d58afc0e93c15e41a 1152w)
Nothing says Old Style like the constant reminder that winter is coming
In the basement storage space of our studio in the Ace Hotel, we built a set that embodies the quintessential Chicago basement; a place to hole up for days on end amongst sub-zero temps and snow drifts. The cozy kind of place with all the creature comforts that begs the question—is our hero there because he has to be, or does he just love it? The way he keeps himself busy (besides drinking copious amounts of Old Style) is by tinkering. This little room is filled with random bits and bobs. His broadcasts over the homemade short-wave radio station are his one chance for any type of human interaction.
![](https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=900&ixlib=php-3.3.1&q=82&usm=20&w=1200&s=36c92955edb717041ec16cfd4754dea8 1200w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1800&ixlib=php-3.3.1&q=61&usm=20&w=2400&s=2db625ec8e8e1c686a8cd3ffc0f88b32 2400w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=744&ixlib=php-3.3.1&q=82&usm=20&w=992&s=f7ac7f1e505bcbb1d13c586368d431a5 992w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1488&ixlib=php-3.3.1&q=61&usm=20&w=1984&s=69656366df616f6359eea93cb79579f1 1984w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=576&ixlib=php-3.3.1&q=60&usm=20&w=768&s=73548467c575f4bb5cf1322a26cfba8f 768w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=1152&ixlib=php-3.3.1&q=45&usm=20&w=1536&s=9229bb116a61c1267ae193d53d3d0cd2 1536w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=432&ixlib=php-3.3.1&q=60&usm=20&w=576&s=ada251a7fc21c09211a17a4dac5e8c53 576w, https://varyer.imgix.net/old-style-beer-chibernate-campaign-set-2.jpg?auto=format&crop=focalpoint&domain=varyer.imgix.net&fit=crop&fp-x=0.5&fp-y=0.5&h=864&ixlib=php-3.3.1&q=45&usm=20&w=1152&s=7cb5174d189f02b39a85ccf67f57aacd 1152w)
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Time flies when you’re having fun
After a full day of shooting, our actor had mastered the art of hilariously passing the time. We partnered with editor David C. Sampson, and the cutting room floor was filled with as many clever gems as the chosen spots. The final clips captured perfectly contained moments of midwestern madness with a light-hearted, shameless attitude; just the sort of person best suited to drinking an Old Style.
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“Varyer has a super power that is hard to articulate but is felt in their work. Their background and business model is basically an incubator of real world insights, the intangibles you can't buy from data, which produces some of the most intelligent creative work I’ve seen in a long time. They’ve built our brand through data and empathy and gave us a relevant stance in culture. Not to mention they are so much fun to work with. They moved at pace with our business and did it with a smile. 10/10 would recommend!”
Andrew DeMatos
Creative Director, Pabst