BrewDog has become a brewer known not just for its mission to get people to drink better beer but also as a brand with a conscience. Last year, it took this mission to a new market, with ambitious plans to expand in the USA with a brewery in Columbus, Ohio. It was important that this expansion also continue to promote BrewDog’s core ethos in a new community. The #MakeBeerNotWalls creative call-to-arms spoke to the political conversation at the time and saw us building a wall that straddled the US-Mexico border. We turned Trump’s plan on its head for the greater good and gave the American media and public a taste of what they could expect from BrewDog in the months and years to come as a brand with purpose and principle.