In an advertising campaign for 'Dry Dock' beer, a series of illustrations were released detailing the dangers of the sea. Along with the pictures of deadly aquatic creatures is the caption "Stay on the dock." Each ad has a collage of dangerous or lethal creatures or objects that reside under the water. The two print ads organized the ocean terrors by living creatures and inanimate objects.
Conceived by Australian ad agency Droga5, the ads work to humorously scare consumers while promising safety with Dry Dock beer. The package of beer in the ads rests just above the sea's dangers where it is safe from harm. Below the beer is all manner of fictional and real horrors that lurk in dark waters.
This Campaign for 'Dry Dock' Beer Shows Horrors Lurking Beneath the Water
Alexander Lam — June 10, 2013 — Marketing