We took Blue Moon's Artfully Crafted campaign to the next level. We targeted communities who had a passion for art (and beer), and helped them create their own pieces of art, in the form of a billboard. These mini-festivals occurred all over the country. Community members, assisted by our artist, each took part in painting a billboard that would be seen close to their home, while enjoying some freshly pured Blue Moon of course. Combined with our in-store tactics and promotions, this campaign resulted in 14% increase in sales from 2008 to 2009 and the brand became the leader in the craft beer category.