This document outlines a proposed branded content campaign called "Women, The Instruction Manual" for a beer brand that would provide promotional items to purchasers and extend to a website and email campaign. The campaign concept art was done by Ben Pearce and is intended to poke fun at male prejudices by positioning women as having the upper hand, though the campaign has not been run yet. It provides contact information for Ravi Prasad, the strategy planner and content creator behind the proposed campaign.

1. SKINNY BLONDE BEER
‘WOMEN, THE INSTRUCTION MANUAL’
Selected slides from the winning pitch. A digital, social media, branded content and
community campaign.
A case study for the work of Ravi Prasad.

2. ‘WOMEN, THE INSTRUCTION MANUAL’
These slides are from the winning pitch, to date the work has not run yet, so this is the concept art.
This is a brand campaign, for a beer, that works like a promotional campaign. The art direction was
done by Ben Pearce, who is fabulous. To get the promotional items you had to make a purchase. The
work also extended to a website and EDM campaign. This campaign may look sexist, but it’s not. It’s
actually poking fun at male prejudices, which it gently ridicules. The content clearly positions women
as having the upper hand in any situation – so please don’t think I’m a misogynist.

10. END. THANK YOU.
For more information contact Ravi Prasad
Email: myintuition@yahoo.com
Twitter: @myintuition
Australian mobile: 0414 235 325
Credits for Skinny Blonde:
Ravi Prasad
Strategy planning, content, communications, media, digital and propagation strategy.
Creative: Ben Pearce, Ravi Prasad.