'Save the pubs!' says this heartfelt tribute to the British 'local'

Film by Havas is accompanied by OOH including beer mats and posters

Published On
Jul 19, 2018

Editor's Pick

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 pub -- a 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 elements -- a proper team effort on something so culturally important --it will be impossible to ignore."

About

Credits

Date
Jul 19, 2018
Brand:
Britain's Beer Alliance
Agency:
Havas-London
Programme Director:
David Cunningham
Marketing Lead:
Tom Price-Stephens
Executive Creative Director:
Ben Mooge
Copywriter:
Alex Tizard
Art Director:
Jonathan Rands
Chief Executive Offier:
Xavier Rees
Managing Partner:
Jennifer Black
Account Director:
Tom Trevelyan
Account Manager:
Jahney Smith
Content Team:
Josh Toogood
Agency Producer:
Adam Henderson
Assistant Agency Producer:
Natasha King
Agency Producer:
Sarah Wells
CSO:
Mark Sinnock
Planner:
Ravi Matharu
Brand Guardian:
Dan Scheers
Junior Designer:
Dan Davies
Business Director:
Tess Hulme
Account Director:
Emma Gibbons
Account Manager:
Graham Kenchington
Production Company:
Stink Films
Executive Producer:
Sophie Kluman
Producer:
Jeremy Smith
Director:
Tom Green
Director, Photography:
Noel Schoolderman
Editor:
James Forbes-Robertson
Post Production:
Electric Theatre Collective
Soundtrack Composer:
Wake The Town
Soundtrack Composer:
Theodore
Audio Post Production:
Sam Ashwell
Audio Post Production:
750
Photographer:
Ewen Spencer
Photography Production Company:
LGA
PR:
One Green Bean
Web Build:
Ekino
CRM:
Havas helia
Influencer Marketing:
Socialyse
OOH/Print production:
HKX Productions

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