There’s something timeless about a Midwest weekend at the lake. The drive out, filled with anticipation. The campfire that burns later than you planned. And of course, a few ice cold Leinenkugel’s on the dock. So we envisioned this campaign as a celebration of the Official Beer of Midwest Lake Country, put simply into three words: “To the Lake!”. Inspired by vintage travel posters and the enduring rituals of a Midwest summer, we created nostalgic OOH all across the Midwest, including a high-impact placement right on the Chicago lakefront.

We even produced the Summer Shandle, a bug-repelling candle poured into an iconic Summer Shandy can to help people enjoy golden hour a bit longer. Because in the Midwest, summer isn’t measured in months. It’s measured in weekends at the lake.