Mike's Hard Lemonade sometimes gets the bad rep of not being as manly as its beer counterparts. Assignment: design a print campaign that shows that Mike's Hard Lemonade is just as tough and manly as the others.

The idea of "it's harder than you think" showcases that we recognize that Mike's Hard Lemonade isn't thought of as as manly as it competition, while cleverly proving these thoughts wrong.

The imagery takes the word 'hard', that comes quite literally for the name of the product, and uses it in the most literal sense. This concept resulting in visually striking images where that are interesting to the consumer. With the dark tone background contrast against the bright lemon it is not only eye catching, but also clear what the product is.