Work Labs Claiming New Belgium Shift Ads Stole Their Concept & New Belgium’s Response

You be the judge….this side-by-side comparison (HERE) from Work Labs LLC:

Work Labs, LLC proudly created the ad campaign set forth below in the left column during the years 1998 to 2003 (extensive additional work has been created as well for this campaign).

New Belgium has just launched the ad campaign in the right column.

Since showing its campaign in 2005 to a brewery in Colorado, Work Labs has maintained a strong relationship with this brewery. Said brewery also uses the same ad agency as New Belgium Brewery. That other Colorado brewery loved the campaign but was not yet ready to launch a new beer.

From New Belgium:

“Here @New Belgium Brewing we have always taken great pride in creating innovative, original communications to engage our audience. Shift Pale Lager is inspired by our 20-plus year tradition of having a shift beer @the end of the day. The imagery & taglines are reflections of our culture & of the universal sense of accomplishment that comes from collaboration. Shift is our own original work & was created independently.”

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