“The client lived up to its name and gave us freedom and time on this project. The result is a beautifully simple idea that is just as beautifully crafted.” [Micky Tudor, joint executive creative director at CHI&Partners]
Wouldn’t you love to be able to say something like this about your next project for a client? (Wouldn’t you love to have a stake in the business for which you’re building success, like CHI&Partners has had in Freedom Brewery since December?)
The freedom that Freedom Brewery, gave CHI&Partners resulted in a set of four posters, illustrated by French artist, Thomas Danthony, which won two D&AD Pencils, one in Crafts for Design and Illustration for Design.
A Pencil win (or two) is a valuable asset for an agency’s business. But CHI&Partners is making sure it’s a valuable asset for Freedom’s business too. The agency turned its winning posters into limited edition prints that both publicans and beer lovers would value and choose to display of their own accord, creating free publicity for the brand and which would help to increase distribution for the brand. The prints were gifted to publicans across the UK.
The campaign, A Taste of Freedom, aimed to get the brand reappraised by discerning beer drinkers as a high quality and sophisticated range of craft lagers. Freedom takes great pride in being the original pioneer of the UK craft lager movement, having started life in London in 1995.
Its idea was a nod to the old world of beer advertising, when brands created art for the walls of pubs.
CHI&Partners creatives – Danny Hunt, William Cottam and James Crosby – worked with Danthony, whose clients include Liberty, Penguin, Sadler’s Wells Theatre and The English National Opera, to create the feeling of Freedom in a subtle and witty way, tapping into the old heritage of pub artwork with an added modern twist.
…and subverting the laddish culture surrounding the beer category with intelligence, wit and subtlety.
Matthew Willson, managing director at Freedom Brewery, commented, “We’re delighted with the creative partnership we have established with the team at CHI&Partners. The artwork they and Thomas have created perfectly reflects the quality and sophistication of our award-winning range of beer – we hope it will encourage modern discerning drinkers across the UK to choose Freedom.”
Credits:
Brand: Freedom Brewery
Non-Executive Chairman: Stefan Turnbull
Managing Director: Matthew Willson
Creative agency: CHI&Partners
CEO: Sarah Golding
ECDs: Micky Tudor / Yan Elliott
Creative Director: Danny Hunt
Creatives: William Cottam & James Crosby
Head of Art: Marc Donaldson
Visualisers: Rob Swainson and Charlie Townsend
Art Buyer: Emma Modler
Business Director: Alex Best
Account Manager: Sophie Holt
Planners: Oli Feldwick & Paul Martin
Artist: Thomas Danthony
Agent: Handsome Frank
