Karmarama create ‘holy’ launch campaign for Lucky Saint premium alcohol-free beer, photographed by Rankin
Karmarama have created a striking out of home campaign for new alcohol-free beer brand, Lucky Saint. The launch campaign features iconic black and white images of a saintly nun drinking a Lucky Saint Unfiltered Lager and a cryptic Bible verse.
The lines in the posters include ‘1 Peter 5:8’ – a reference to a passage from the Bible “Be Sober, be vigilant; because your adversary the devil, as a roaring lion, walketh about, seeking whom he may devour:”
Lucky Saint was created by founder Luke Boase with one distinct priority – flavour. The beer is independently brewed in Bavaria and is available in a host of venues across London’s premium on-trade.
Boase said of the launch, “I wanted to change how the world thought about alcohol-free beer so I shared the idea of an alcohol-free beer worth drinking with some industry folk and they told me I’d be better off making fizzy drinks. 2 years, 3 countries, and 6 brewers later and Lucky Saint is here”
The photography for the campaign was shot by world-renowned photographer, Rankin.