press

A new website created by Barefoot for Mickey’s Fine Malt Liquor (mickeys.com) takes a contrarian’s point of view, suggesting where not to drink, what not to wear, what not to say, what pranks not to pull, and what advertising concepts not to pitch to the company.

“This site was a blast to create,” says Doug Worple, the firm’s founder and executive creative director. “Beer brands are full of ideas about how to live your life, we wanted to come at it from a different angle, suggesting what you shouldn’t do, which, of course, may just give some ideas about what to do.”

Barefoot concepted, designed, wrote and developed the site, its first work to hit the market in their new relationship with Mickey’s Brewing Company.

The site features spokesperson/tour guide Norwood Brown McManus IV, AKA “Woody,” the alleged son of the company’s founder and a man who is intellectually and culturally “under-developed.”

“We were intrigued by the juxtaposition of the hip, smart Mickey’s brand with a slow, stodgy gent caught in the 1950’s,” says Worple. “That’s how we came to employ Woody.”

“Barefoot did a tremendous job,” said Dan Hennesy, brand manager for Mickey’s Brewing Company, which is owned by the Miller Brewing Company. “I was impressed with their insights, creativity and plain ol’ hard work.

“And they demonstrated a clear understanding of our target demographic.”

The agency leadership team on the project included:

- Doug Worple, Executive Creative Director
- Steve Kissing, Partner, Creative Director and Copywriter
- Rob Sloan, Senior Designer and Flash Programmer
- Sean Brown, Partner (Technology)
- Mike Krisher, Senior Developer
- Chris Evans, Partner and Vice President of Account Services
- Josh Fendley, Senior Project Manager