Eurobest

Responsibily the beer

McCANN WORLDGROUP, Milan / UBREW / 2017

Awards:

1 Bronze Eurobest
5 Shortlisted Eurobest
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Overview

Entries

Credits

Overview

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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