BrewDog has produced an alcohol-free beer called Sad AF. It’s part of a campaign with mental health movement, #IAMWHOLE, to promoted mental health. At the core of the campaign is the research statistic that 82% of men would be more likely to open up with friends and family over a drink.
The campaign by Taylor Herring is led by a three-minute video featuring a spoken word poem by Rizzle Kicks’, Jordan Stephens, with celebrities, Danny Dyer, John Simm, Mark Williams, Mo Farah, Jason Fox, Seann Walsh and Bimini Bon Boulash. It aims to rigger conversations as well as raising funds for mental health research.
BrewDog will donate 100% of the profits from sales of Sad AF to #IAmWhole’s research fund. The hero film was produced by Spirit Media.
The campaign has launched just before BBC One airs a one-hour special into BrewDog’s toxic workplace culture fracas on January 24.
