Britain's Beer Alliance, a cross-industry group comprising brewers and pub companies, appeals to the British public's allegiance to the pub in a heartfelt film highlighting the threat to the beloved "local."
The group is calling on government to relieve some of pressure pubs are facing by cutting beer tax -- which is currently set to increase for at least the next three years--and encouraging people to sign a petition.
The campaign consists of a hero film, created by Havas London and directed by Tom Green of Stink, which sets out to capture all the thing the British love about pubs: from catching up with friends over a drink to watching the football to weddings, funeral wakes, live music and cricket matches. It's a diverse, modern take on the pub with women and children, wine and food taking center stage as well as the men with their pints and darts. The film ends with the last orders bell and the sobering message that three pubs a day are closing their doors.
The campaign also includes OOH including branded glasses, beer mats, window stickers in more than 15,000 pubs as well as posters and billboards. It represents a change in approach from Britain's Beer Alliance, which has previously focused on promoting the beer category with films like 2014's "There's a beer for that."
"In light of the range of tax pressures pubs face, the number of precious institutions we have already lost forever, and the human impact of planned beer duty rises, we decided we needed a change in our approach and a new campaign", says David Cunningham, Programme Director.
Ben Mooge, executive creative director at Havas London, adds: "The pubâ€Š--â€Ša bedrock of communities up and down the country--is under threat. The grassroots-style design of these posters and the universal, relatable scenes in the film capture the urgency and importance of this campaign. Coupled with all the other elementsâ€Š--â€Ša proper team effort on something so culturally importantâ€Š--it will be impossible to ignore."