As a 70+-year-old legacy brand, Weber had a reputation for being “your dad’s grill.”

To ignite a resurgence, we partnered with a few creative icons – Rebirth Brass Band, Chef Sohla El-Waylly + filmmaker / surfer Chris Malloy – to modernize the brand + invite the next generation of grillers into the Weber family.

Weber’s first-ever US brand campaign helped achieve the company’s best sales year on record + propelled the brand to go public in 2021.

Director: Britton Caillouette
Created at former agency, Mekanism