PAUL HANCOCK

Research showed that Michelob, with its unique bottle, was being dismissed as 'all style and no substance'. So, to convey that there's more to this beer than meets the eye, we created the first ever 'photomosaics' used in advertising. (This was long before there was ‘an app for that’, so the mosaics had to be created by hand, each one taking three weeks.) Images of the craft that goes into the brewing process made up the body of each ad. And, because good beer isn't just about hard work, a huge Michelob-sponsored party was thrown to generate the background photos - with paparazzi in attendance to shoot London's hippest revellers enjoying the free beer. The ads ran as Tube crosstrack posters as well as in style magazines, enabling the partygoers plenty of time to try and find themselves within each 3000 image mosaic, when they’d sobered up…