Persuading The UK To Bond Over Beer

Brewers unite to promote beer as contemporary choice

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UK brewers are coming together to try and reignite the country's passion for beer in this uplifting campaign via RKCR/Y&R. The client, Global Brewers Initiative, comprises international and national brewers, publicans, retailers, and organisations such as the British Beer & Pub Association (BBPA) and also has support from the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA). The brief was to "develop a movement to persuade men and women that beer is an acceptable, contemporary alcohol choice"; the spot, set to a choir warbling "Climb Every Mountain", sets out to depict beer as anything from a Friday-after-work celebration to bonding with your girlfriend's Dad, and of course, the perfect accompaniment to a barbecue.
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Jun 27, 2013
Global Brewers Initiative
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