This scannable TV ad targets soccer fans with free beer

U.K. brand Camden Town Brewery put a QR code into its new animated spot via W&K London

Published On
Aug 19, 2020

Editor's Pick

As soccer games take place again across the U.K. with zero fans in the arenas, London-based craft beer brand Camden Town Brewery is targeting them with a primetime TV spot that it claims is "drinkable."

What that means is that the advertisers has inserted a QR code into the animated ad that viewers can scan to redeem a free bottle of its beer. The company is giving away 45,000 beers after the ad airs during the semi-finals and finals of the Champions League on BT Sport.

The colorful spot was created by Wieden & Kennedy London and features an animated version of the brewery with a cast of fictional cartoon employees discussing how to make 2020 less "bad." The film was directed by James Papper with illustration out of Blink's London animation studio.

The campaign and giveaway are designed to lift people's spirits and get soccer fans enthused about beer again after a summer lacking in live sport. 

“2020 has been a tough year for everyone, and we’ve tried to help wherever we can with our lockdown initiatives that aimed to support the hospitality industry and NHS staff and charities across the UK.," said Jasper Cuppaidge, founder at Camden Town Brewery, in a statement. "But now, we wanted to give the great British public the chance to finally share a fresh (socially distanced) beer with friends. We know it’s a small gesture, but we hope to bring some much-needed cheers in the very best way we know how—with fresh beer."


Aug 19, 2020
Client :
Camden Town Brewery
Agency :
Wieden & Kennedy-London
Creative Director :
Adam Newby
Creative Director :
Will Wells
Creative Director :
Tomas Coleman
Creative Director :
Derek Lui
Designer :
Xueling Wang
Designer :
Adam Hunt
Designer :
Jackie Hudson
Motion Designer :
Jon Harris
Executive Creative Director :
Iain Tait
Executive Creative Director :
Tony Davidson
Group Account Director :
Laura Jacobs
Account Director :
Ollie Pym
Account Director :
Will Smith
Account Manager :
Matt Whiteside
Comms Planner :
Anjali Patel
TV Producer :
Aran Patterson
Production Company :
Blink Ink
Director :
James Papper
Executive Producer :
Barty Yates
Line Producer :
Leah Draws
Illustrator :
Guy Field
Illustrator :
Sophie Koko-Gate
Illustrator :
Bridget Meyne
Illustrator :
José Fatkinson
Lead Animator :
Campbell Hartley
Animator :
Charlie Lane-Bush
Animator :
Olly Montagu
Animator :
Robert Findlay
Animator :
Inari Sirola
Cleanup Artist :
Andreia Serrano
Cleanup Artist :
Rosie Gate
Cleanup Artist :
Pete Chownsmith
Cleanup Artist :
Pafo Gallier
Compositor :
Tom Fisher
Editor :
Joseph Hartgreen
Music Company :
Mr Pape
Music Supervisor :
John Connon
Sound Company :
Offset Audio Ltd.
Sound Designer :
Simon Harris
Producer :
Daisy Hope

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