Sierra Nevada Brewing Co. is named after the mountains for a reason. In 1980, these granite peaks inspired a young outdoor enthusiast, Ken Grossman, to think big and create a pale ale that would pioneer the craft beer movement. In Sierra Nevada's first ever advertising campaign, we tapped into the brewery's outdoor heritage and set out to encourage craft beer drinkers to share our love of nature. The campaign works as an invitation, encouraging people to escape their hectic, modern lives, grab a pale ale, and simply enjoy outdoors.