Now through Labor Day, New Belgium Brewing is highlighting stories of people who zag from the straight and narrow. The brewery’s Zag On campaign will spend the warm summer months rolling down life’s less-traveled avenues with films from inside the brewery, across the country and even to Belgium where the idea for New Belgium first began. The Zealots of Zag film series will include musician Johnnyrandom creating a concerto using only objects and equipment from the brewery, a group of storytellers in Richmond, Va., and an artist in Cleveland who attempts to create a 10-person swing bike.
Through the Zag On videos, storytelling, contests and events, New Belgium is redefining “zagging” as playfully moving forward with a purpose and wants to highlight people living this way.
“At New Belgium, we often take a few turns from the norm, which has led us to our current culture of smart sustainability,” said Creative Director Melyssa Mead. “Sometimes you have to challenge the status quo, question convention and veer from the straight and narrow to accomplish great things. This summer, we want to shine the light on people who zag through life.”
To join the digital beer banter for Zag On, tag videos and photos that showcase living in an unconventional purposeful way with the hashtag #zagging. There will also be the chance to win a trip to Belgium by creating your own #zagging video with content from coworkers’ five-year anniversary Belgium trip. All stories submitted may be featured on NewBelgium.com and the brewery’s Beer Mode App, as well as New Belgium’s social channels. There will also be a chance to win blockbuster giveaways like a trip to Belgium and a 2015 custom cruiser.