A new campaign for Brewdog beer welcomes with wide open arms brew drinkers from all walks of life: laughing hipsters, meat-eaters, vegetarians, lying vegetarians, small people, tall people, people who believe in aliens, God lovers, atheists, close talkers, fun fair workers, meditation fakers, guys who can’t wait to show off their pecs—and even Heineken drinkers.
It’s not a diversity play, however. In the spot from Droga5 London, Brewdog explains that its beer is for everyone because it’s the “world’s first carbon-negative brewery”—meaning that it’s doing good for all, including those who don’t even imbibe its product.
Last August, the brand announced that it would be going beyond carbon-neutral to become carbon-negative with the promise to plant over a million trees by 2022 on 2,000 acres of land it purchased in the Scottish Highlands, what founder James Watt has dubbed the “Lost Forest.” Watt said the move would remove twice as much carbon out of the air as Brewdog emits from the production of its beer. The brand also creates its beer using renewable energy, makes packaging from easily recycled materials, sources local ingredients and transports its beer in the U.K.’s first electric 19-ton truck.
“When you run a carbon-negative brewery, it isn’t just the beer drinkers who benefit. It’s everyone on earth,” said Droga5 London Chief Creative Officer David Kolbusz in a statement. “This reductive equation became the starting point for a campaign we’re enormously proud of. We went about listing everyone we thought would see an upside from BrewDog’s environmental efforts. Our original cut was five hours long.”
The TV spot was directed by Jeff Low via Biscuit Filmworks. Production of the new campaign was also sustainable, offset through tree-planting schemes. Droga5 London has committed to being eco-friendly as well, and each staffer has Lost Forest citizenship and committed to planting a tree there. The campaign also includes out-of-home and print ads promoting Brewdog’s status as “The Planet’s Favourite Beer.”