Case Studies

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Dryhootch, a Milwaukee-based non-profit, helps veterans and their families through the difficult process of returning home from war. One of their key initiative is built on a simple but powerful idea: a coffee house where veterans can come for a free cup of joe and reconnect. They just needed to get the word out to the community and raise the funds to keep the mission going.T

  1. The Premise

    DryHootch, a client of Cramer-Kasselt Advertising, launched a local initiative to give war veterans a way to reconnect with their community. In order to counter the connection between PTSD and alcoholism, DryHootch opened a local coffee house where they can come with their families to enjoy coffee, music, art, and community. Soldiers can learn about programs to help them with the transition from other veterans who have gone through the process before.

    To get the word out about their services and to raise funds to keep the program going, Dryhootch decided to advertise on a key building in the heart of downtown Milwaukee. After the creative was completed, Cramer-Kasselt contacted us to install the finished product.
  2. The Big Idea

    An advertisement in the middle of downtown Milwaukee that would catch everyone’s eye, spread the word about Dryhootch’s services, and raise funds for returning soldiers.

    The building they had in mind was over 100 years old and a Milwaukee historical treasure. They chose this building because of the great location and the reference between the windows and the tagline. It was the perfect place to spread their message, but the building had to be handled with care.
  3. The Plan

    We began working with Cramer-Kasselt and Dryhootch to create the advertisement in a way that would catch plenty of eyes but not damage the building. The ad needed to be:

    1. Large enough to grab attention
    2. Easy to implement
    3. Not harm the building

    Normally, to install such a large piece would require drilling holes in the building and filling them in again once the piece was taken down. However, Dryhootch wanted to avoid harming the building in any way. So we put our heads together and came up with a new idea:

    1. The final product was 12′ x 12′, definitely large enough to catch some glances
    2. We printed the entire thing on 3 separate panels that would welded together as they were attached to the building.
    3. We printed on 3M IJ160 and laminated it after printing which allowed us to use a heat gun, which melts the vinyl into the brick without damaging the building, for installation.
    The entire piece took about four hours to install, but the finished product was exactly what Dryhootch was looking for.
  4. The Results

    Dryhootch’s advertisement is now on display in downtown Milwaukee. Once their run is up, it will be easy to remove the advertisement and leave the beautiful building completely unharmed. Dryhootch has been able to raise funds and spread the word through the advertisement and offer the services and community to veterans that our so essential when welcoming them home from overseas.