The best of British humour is very subtle and very elegant. It’s not LOL or LMFAO. It’s smile warmly and feel good humour. Droga5 London has given BrewDog a very appealing dose of British humour, while it points out that it’s the beer for everyone. The new commercial, The Planet’s Favourite Beer, challenges the stereotypes in traditional beer advertising, takes the worthiness out of woke, and offers a comical take on the array of weird and wonderful people inhabiting planet earth. Ultimately it impresses you with the fact that it defies convention because it’s the world’s first carbon-negative brewery and that is good for all.
Some scenes in the commercial feature people explicitly ignoring the product or actively rejecting it. The key message is that BrewDog operates in a way that helps keep the planet alive – whether you drink BrewDog beer or not.
As the world’s first carbon-negative brewery, BrewDog offsets double its entire carbon footprint through tree planting initiatives around the world. It also brews using renewable energy, uses packaging made from easily recycled materials, and prioritises local ingredients, as well as transporting its beer in the UK’s first electric 19-tonne truck. The production of all assets in the campaign has also been offset through tree planting schemes, making it a sustainable campaign in every sense. As part of Droga5 London’s commitment to sustainability, each member of the agency has been granted Lost Forest citizenship and committed to planting a tree in the Forest.
David Kolbusz, chief creative officer, Droga5 London, stated, “When you run a carbon-negative brewery, it isn’t just the beer drinkers who benefit. It’s everyone on earth. This reductive equation became the starting point for a campaign we’re enormously proud of. We went about listing everyone we thought would see an upside from BrewDog’s environmental efforts. Our original cut was five hours long.”
BrewDog’s brand and marketing director Lauren Carrol, stated, “The new campaign reinforces BrewDog’s commitment to having a positive impact, both on our diverse audience and the planet. We’re proud to be a beer for all and to serve our amazing global community. As a carbon-negative brewery, every beer that is enjoyed around the world can have a positive planetary impact.”
The campaign launched on August 7 during the Community Shield showdown between Manchester City and Leicester. It will run across TV, VoD, online, through digital and social as well as OOH and print.
Credits:
Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Executive Creative Director: Shelley Smoller
Creatives: Ash Hamilton & Sara Sutherland
Design Director: Stephanie McArdle
Designer: Oli East
Studio Director: Tim Larke
Artworkers: John Beechey, Luke Sneddon & Nik Coomber
Animation: Connor Campbell
Head of Account Management: Jen Knox
Account Director: Tom Elias
Strategy Director: Achim Schauerte
Head of Production: Chris Watling
Producer: Josh Sanders
Assistant Producer: Olly West
Production Company: Biscuit Filmworks
Director: Jeff Low
Producer: Kwok Yau
Executive Producer: Hanna Bayatti
Managing Durector: Rupert Reynolds-Maclean
Production Manager: Adam Oyejobi
DOP: Matthew Emvin Taylor
Production Designer: David Hamilton
Line Producer: Michelle O’Brien
Photographer: Nico Froehlich
Editor: Saam Hodivala @ Shift Post
Post Production: Electric Theatre Collective
VFX Lead: Hani Al Yousif
2D Assistant: Reynold Rodrigues
2D Assistant: Igor Gama
VFX Producer: Holly Treacy
Colourist: Simone Grattarola @ Time Based Arts
Grade Producer: Sian Jenkins
Sound: No.8
Sound design & Mix: Sam Robson
Sound Producer: Karen Noden
Composer: Mort Garson
Music Supervisor: Run! Get Music!
