Eurobest
McCANN WORLDGROUP, Milan / UBREW / 2017
Awards:
Overview
Entries
Credits
Background
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.
Description
A guy playing the role of an executive from Ubrew is presenting our new product: a low alcohol beer named Responsibly. And he takes the
opportunity to remember to drink Responsibly with moderation. And Moderation is a fake potato chips brand...
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
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