Britain’s Beer Alliance - "Long Live The Local"

Havas London

Havas London London, United Kingdom

9098

Бренд: Britain’s Beer Alliance
Страна: United Kingdom

Рекламодатель: Britain’s Beer Alliance

Заголовок	Long Live The Local
Агентство	Havas London
Кампания	Long Live the Local
Рекламодатель	Britain’s Beer Alliance
Бренд	Britain’s Beer Alliance
Дата первой трансляции/Публикации	2018
Бизнес сектор	Пиво, сидр, лагерное пиво
Слоган	Long Live the Local
История	‘Long Live the Local’ is the start of a three-year, multi-million-pound campaign to save ‘the local’ - stopping closures and prevent the planned rise in beer tax, simply by putting pressure on the Chancellor himself. Long Live the Local is an idea that celebrates the life and vitality, and the role that the local pub plays. One that doubles up as a call-to-action and a celebratory toast to everything the pub represents. It is a grassrooted and top down approach to campaigning. It engages the heart to drive action and affect positive change. Giving small businesses a platform to celebrate their contribution to communities, culture and society-at-large. Stopping closures and preventing the planned rise.
философия	Beer Tax was set to rise by 3.4% in Autumn 2018 Budget, and then every year for the foreseeable future. A rise that posed a serious threat to Britain’s Beer Alliance (BBA) and its 120 members, including founding global brewers AB InBev, Carlsberg, Heineken and Molson Coors. Our challenge was simple – reverse the increase in beer duty by persuading the Chancellor Philip Hammond to cut it – with key KPI’s to maximise petition signatures and the number of emails constituents send to MPs. In order to convince Philip Hammond and other MPs that any rise in beer duty will be an incredibly unpopular decision, we had to create national groundswell. Previous arguments about taxation has failed, so it was time to take a different strategy.
Проблема	Pubs have been a constant in British life for generations and are now one of the few remaining truly open public spaces. They have been at the heart of our communities since they first opened their doors. Our own research conducted by YouGov revealed 78% of Brits think pubs are an important part of the local community. It was apparent from this research that we needed to create a campaign and movement that would engage the heart, the head and the hand - a campaign that made people feel, provided the ammunition to justify the cause and made it easy for them to act. The architecture of a modern movement.
Результат	Our huge campaign amassed 115,000 petition signatures, 47,000 letters sent to all 650 UK MPs and the support of influential industry organisations including CAMRA. The result? We changed Government policy in a matter of months. How many agencies can say that?
Тип медиа	Упаковка, брендинг и дизайн
Длина	60 seconds
Рынок	United Kingdom
Public Relations Agency	One Green Bean
Медиа-агентство	Havas Media Network UK
CRM	Havas CX helia
Аудио послепроизводственный этап	750mph
Послепроизводственный этап	Electric Theatre Collective
Продакшн Студия	Stink Films
Influencer marketing	Socialyse
Продюсер	Jeremy Smith
Исполнительный креативный директор	Ben Mooge
Фотограф	Ewen Spencer
Продюсер агентства	Sarah Wells
Главный исполнительный директор (CEO)	Xavier Rees
Управляющий партнер	Jennifer Black
Продюсер агентства	Adam Henderson
Арт-директор	Jonathan Rands
Копирайтер	Alex Tizard
Редактор	James Forbes-Robertson
CSO	Mark Sinnock
Директор рабочей группы клиента	Tom Trevelyan
Директор	Tom Green
Оператор-постановщик	Noel Schoolderman
Дизайнер	Dan Davies
Продюсер вспомогательного агентства	Natasha King
Дизайнер	Dan Scheers
Original Soundtrack	Theodore
Program Director	David Cunningham
Marketing Lead	Tom Price-Stephens
Специалист по работе с заказчиками	Jahney Smith
Содержание	Josh Toogood
Начальник планирования	Ravi Matharu
Коммерческий директор	Tess Hulme
Директор рабочей группы клиента	Emma Gibbons
Специалист по работе с заказчиками	Graham Kenchington
Исполнительный продюсер	Sophie Kluman
Web Production	Ekino
Print Production Company	HKX Productions
Производство фото	LGA