Go out with a bang.

DDB asked my partner Aron Fried and I to come up with a stunt for the Cannes Ad Festival. The stunt (below) was written up extensively, took us to Cannes for 12 whole days and got us into every party in town. Oh and we had unlimited beer. I'd say mission accomplished.

Bucking the ugly trend of hip-hop moguls and celebrity hair stylists starting their own spirits brands, with the help of Mark Denton, we introduced a beer that came from the unlikeliest of people ­– someone the public could fully get behind.

Introducing Ethel’s Brew. 

Ethel Goldschmidt is an 88-year old woman from Brooklyn, New York, whose husband of more than 50 years has just passed away. Now, she’s single and ready to go out with a bang, and her first order of business is launching the beer she and her husband always dreamed of brewing. Well, that, and experiencing other lovers. This faux brand had everyone in Brooklyn at the Cannes festival fooled, rumors of Ethel went viral.