One of the reasons pubs are so important to British life is that they are incredibly versatile. They serve all types of people, occasions, and moods throughout the day – and easy-drinking Greene King IPA is the perfect complement to many of these moments.

To capture this shared versatility, we commissioned 50 films, hero-ing 50 pubs across Britain and 50 real-life pub moments.

But to create a proper portrait of this British institution, we wanted to stay true to the honest and authenticate spirit of the pubs.

So we decided to let them speak for themselves.

We gave cameras to actual staff and customers to make the films for us. From weddings to darts, live music to pub quizzes, what we got back was a unique record of a treasured British institution through the lens of Greene King IPA.

We commissioned 50 films, each featuring a different pub and a different story. Through research and interviews, we whittled down over 300 pub nominations to our 50, each chosen to bring a different aspect of the pub to life.

We then sent off cameras and a brief how-to video to our volunteers and let them go!

There was no set length and certainly no script. Just real Brits enjoying real moments. From pubs with centuries of history, to pubs bursting with students. From quiet moments reading the paper, to cheering football fans. From blind dates to wedding days. From live music in the heart of London, to tiny village pubs serving country walkers. We captured it all.

But despite these diverse moments and settings, the one thing they all shared was Greene King IPA.

By the end of the campaign, our films, which averaged a minute in length, had been watched for a staggering 41,670 hours and had been viewed 16.2 million times across social media smashing our KPI target of 6.3 million views.

Not only this, but after only 2 weeks of the campaign going live, Greene King IPA saw growth for the first time in 13 years.