To introduce the return of the fastest growing craft brew in the United States, we launched a series of countdown videos to create a “buzz” about the seasonal return of Leinenkugel’s Summer Shandy to retail coolers and bars. A total of eight television spots detail down from 7 days out to “Now Available”. My feeling was that a craft brew deserved a hand crafted countdown campaign. I went back to old school film making and shot a hand cranked Lomokino camera, the 35mm film was physically cut and edited internally at our in-house production studio. This content was shown on Leinenkugel’s Facebook page and in regional buys in the midwest.