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Responsibly the Beer

basics
Industry: Alcoholic drinks
Media:Design & Branding
Market:Italy
Style: Minimalism
descriptioncnen
Execution

The concept of this campaign came to life on several channels starting on 26 April 2017, the date when the first OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla, direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls, social channels, influencers and digital PR activation.
Synopsis

Ubrew is a small brewing company based in London. They asked us to launch a new low alcohol beer brand with a small media investment but with a strong digital based idea with a high communication value. A smart, disruptive idea able to stand out from the crowd of the multi millionaire beers campaign. Something that people want to talk about.
Outcome

The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps on stimulating conversations and positive comments from both consumers and industry employees.
Strategy

Our strategy was to take advantage of the content produced on social media channels by big beer brands. We entered inside all of their public conversations that promoted the concept of "drink responsibly" (through hashtags and keywords) and used their voices to create awareness and buzz about our brand.This is how we reached our double goals: on one hand, using other beer brands by stimulating their interaction with us to generate free media, and on the other hand stimulate consumers / users to promote the launch of this new product.
CampaignDescription

We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink.Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line.We made it with a smart tone of voice in order to create empathy between the brand and the people.
credit
Brand:
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Other credit:Entrant Company: McCANN WORLDGROUP, Milan, Italy
Advertising Agency: MRM/McCANN, Milan, ITALY
Advertising Agency: McCANN MILAN, ITALY
Media Agency: RAPPORT ITALY, Milan, ITALY
Media Agency: UM, Milan, ITALY
PR Agency: PERSUASION COMMUNICATIONS, London, UNITED KINGDOM
Additional Company: UBREW, London, UNITED KINGDOM
CEO, Stefano Pozzo, MRM/McCann
Head of Production, Michele Virgilio, McCann Worldgroup Italy
Creative Excellence Manager, Carmen Bistrian, McCann Worldgroup EMEA
Executive Producer, Martino Benvenuti, Think Cattleya
Digital Client Group Director, Davide Gonzato, MRM/McCann
Digital Art Director, Giorgia Raffaelli, MRM/McCann
Digital Project Manager, Marina Guarino, MRM/McCann
Assistant producer, Maddalena Crespi, Think Cattleya
CEO, Ferdinando Arnò, Quiet Please
Head of Integrated Production/EMEA, Sergio Lopez, McCann Worldgroup EMEA
Content, Elia Morra, MRM/McCann
Managing Director, Fabio Nobili, Rapport Italy
Digital Business Director, Gennaro Palma, Universal McCann
Global Executive Creative Director, Adrian Botan, McCann Worldgroup EMEA
awards
The One Show 2018
Bronze Pencil Cross-Platform
Integrated Branding
The One Show 2018
Merit Direct Marketing
Digital / Social Media & Viral Marketing - Campaign
Cannes Lions International Festival of Creativity 2017
Silver Promo & Activation
Guerrilla Marketing & Stunts
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Launch / Re-launch
Cannes Lions International Festival of Creativity 2017
Bronze Promo & Activation
Food & Drinks
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Alcoholic Drinks
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Special Editions & Promotional Packaging
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Low Budget / High Impact Campaign
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Food & Drinks
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Digital Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Excellence in Media Insights & Strategy
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Use of Digital Platforms
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Low Budget / High Impact Campaign
Cannes Lions International Festival of Creativity 2017
Shortlist Titanium
Titanium
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