What is the Outer-Self?

Discovered by the good folks at Moosehead Breweries, The Outer-self is a little known part of the human psyche that yearns for the outside world.

What is the Outer-Self website?

A microsite we created with our good friends at John St. to act as the hub of Moosehead’s Outer-Self campaign and the first step in updating Canada’s oldest independent brewery’s complete online identity (stay tuned for more). This website incorporates the brand guidelines of Moosehead, extends the concept of the Outer-Self and receives some serious traffic. It also features a constantly changing design that is dictated by the drinkers of Moosehead and the photos they upload to the Outer-Self Flickr group. So if you enjoy drinking beer, great design, and/or the great outdoors, then you should definitely check out the Outer-Self website. And if you aren’t into any of those things, we feel bad for you.

We should also mention that Strategy just reviewed the campaign and gave the website a thumbs up.