Lone Star has always been seen as the ‘raw raw’, conservative leaning beer brands of the great state of Texas. After all, the beer is called “Lone Star”. For Texan’s miller and bud light had nothing on this traditional ale, but Lone Star has been around for a long time, and Texas has changed. The state is now more diverse and culture rich than ever, (and I’m not including those Malibu transfers from California). The new generation of Texan’s, Gen Tex, are a proud and diverse group of Texas Natives. They’re in touch with their Texas roots, but choose to express themselves in their own way, throwing caution to the wind when it comes to other people’s judgment of them and their lifestyles. In this campaign, we aimed to highlight the new generation of Texans who aren’t afraid to follow their own life path, while still maintaining elements of their Texas heritage…
