Brewlander’s ‘A.I. Irresponsibly’ Lets Everyone Have a Go at Making Beer Ads

A beer commercial with surfers riding black horses through an underwater world of glowing coral sounds like something that would cost a fortune to produce. A giant beer bottle floating through a galaxy of planets is probably not a small production either. But Brewlander found a way to make these commercials without hiring a film crew or spending millions. The Singapore-based independent brewery printed the instructions for making them and let people create the ads themselves using AI.

Created with BLKJ Havas, ‘A.I. Irresponsibly’ came from a problem familiar to smaller beer brands. The industry is full of expensive commercials featuring celebrities, beautiful locations and elaborate productions. Global brands can afford to spend heavily on making their products look impressive, but independent brewers have a much smaller budget to work with. Brewlander wanted to spend its money on the beer rather than trying to match the advertising budgets of its bigger competitors. The growing popularity of AI video tools gave the brand a way to make that possible.

Instead of producing a collection of finished commercials, Brewlander printed detailed AI prompts on posters, billboards and magazine advertisements. People could type these instructions into text-to-video platforms such as Sora and Qwen 2.5, or simply take a picture of them and use them later. The prompts described elaborate scenes designed to produce the kind of dramatic beer commercials usually associated with big-budget brands. One described surfers riding black horses through an underwater world filled with glowing coral and jellyfish. Another imagined a giant Brewlander bottle floating through a galaxy of planets.

The unusual part was that these instructions were the advertisements. Someone passing a billboard would not simply see a picture of a beer bottle or a finished commercial. They would see the description needed to create one. A poster could become the starting point for a video, and a person who had never made an advertisement before could suddenly produce their own version of a Brewlander commercial. The brand had essentially turned its advertising space into a place where people could make content.

This also meant Brewlander did not have to control every finished video. The brand provided the scenes and the creative direction, while AI tools did much of the visual work. Different people could enter the same prompt and get different results, giving the campaign plenty of room for unexpected interpretations. As the available AI platforms changed, the team also adjusted the prompts and formats to keep them working across different tools.

Brewlander gave people another reason to take part. Anyone who generated their own Brewlander advertisement could receive exclusive discounts on the beer. This connected the activity to the product instead of leaving it as something people tried once for fun. Someone could discover the campaign, make a video, share it and get an incentive to try the beer. The brand’s message was clear: while other breweries might spend heavily on commercials, Brewlander would rather put that money into brewing.

The campaign’s reported results suggest that people were willing to play along. More than 500 AI-generated Brewlander ads were created, and the brand reported a 32% increase in awareness. Its case study also estimated that the approach saved around $5 million in production costs. Brewlander reported improvements in brand consideration and positive sentiment, while the discount offer contributed to product trials and repeat purchases. These figures come from the campaign’s own results, and the published case study does not provide the full methodology behind the awareness increase or production-cost estimate.

The campaign received a Bronze Pencil at The One Show 2026 in the Integrated / Omnichannel category. It also received recognition in the awards’ Direct Marketing work. Its approach stood out because AI was not simply used to make a few attractive visuals for the brand. It changed how the advertisements were made and who got to make them.

For an independent brewery, competing with global beer brands does not always mean trying to match their spending. Brewlander found a way to turn its smaller budget into the reason people paid attention. Instead of asking everyone to watch another expensive beer commercial, it gave them the instructions to make one themselves. And sometimes, letting people have a go can be a much better way to get them interested in a brand.

Watch the full campaign here.

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