Muschikraft // The Most Illegal Beer
Art Direction
Production
360 Campaign
Art Direction
Production
360 Campaign
In over 1/3 countries worldwide, there still exist laws prohibiting women from doing things that men are allowed to do, laws that restrict women’s choice of jobs and dictate how they should look and behave. This shows that even nowadays, women are still denied the same professional and personal freedoms as men globally.
The feminist beer brand Muschicraft, which translates as “Pussy Power”, stepped up
to spotlight and challenge such widely existing gender injustices, with a beer -
A beer that breaks the laws from over 50 countries, simply because it’s made by women.
to spotlight and challenge such widely existing gender injustices, with a beer -
A beer that breaks the laws from over 50 countries, simply because it’s made by women.
The beer was sold in a long list of bars, shops, convenience stores, supermarkets, events, etc.
Even competitor beer brands like BrewDog and BRLO volunteered to sell our beer in their stores.
Sales raised money for Women For Women International, an NGO that fights for gender equality globally.
Even competitor beer brands like BrewDog and BRLO volunteered to sell our beer in their stores.
Sales raised money for Women For Women International, an NGO that fights for gender equality globally.
The Most Illegal Beer generated organic buzz all over the world,
earning coverage and sparking discussions even in countries with laws
broken by the beer, such as Russia, China, Italy, Uruguay, the USA, Ukraine, etc.
earning coverage and sparking discussions even in countries with laws
broken by the beer, such as Russia, China, Italy, Uruguay, the USA, Ukraine, etc.