Shiner Beer has deep Texan roots, so it only makes sense that Big Tex, the mascot of the Texas State Fair, would choose Shiner as his favorite beer. To honor the big guy, we created him his own giant 6 pack that functions as a food truck and set up at the Texas State Fair to let fans sample product. 


We also gave Big Tex's wardrobe an update, creating a Shiner belt buckle to adorn the mascot who stands at the entrance to the fair. 


To tow the giant 6 pack and Big Tex's belt buckle, we custom wrapped a Ford pickup with iconic Shiner branding.

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We created custom artwork to celebrate the Shiner and Big Tex partnership. Illustrations were inspired by vintage fair prints using half tones and misprint markings. The illustrations were used on signage to direct people to the sampling truck in the fairgrounds. We also created stickers and digital filters for brand forward sharing.


Extending our partnership outside of the state fair grounds, Big Tex was also brought to life in our larger 'Say It With Shiner' campaign.