Hegarty: The beer that’s all about Camden’s individuality, diversity and irreverence

“We wanted scripts which reflected Camden’s individuality, diversity and irreverence. Challenging and entertaining.” A week ago, Sir John Hegarty’s start-up incubator, The Garage Soho, launched its teasers for Camden Town Brewery’s first TV campaign, Characters – 5 second glimpses of the Londoners who reflect the unique “unconventional, anything goes spirit of Camden”.

“So much beer advertising is boring and clichéd.” Hegarty presents the antidote

Now the campaign has launched in full, led by a two-minute salute to Camden, celebrating what makes it unique and exciting, the film’s montage of images linked together by a monologue delivered by actor, Ashley Zhanghaza, in a theatre of the round, the style of theatre that was birthed in Camden. And written by Hegarty.

Woven through the visual story of Camden is the creation of a mural of the Camden Town brand logo on the wall of the brewery itself.

Royle Productions collaborated with young director, Stella Scott, on the film, Celebration, weaving modern scenes with archive footage, mimicking the vibrancy of Camden.

Sir John Hegarty commented, “This is a film that celebrates Camden’s rich culture and history. And underlines for people why a beer from this unique part of London is special. With a slogan, Raise Hells, it encourages the audience to raise a glass of Camden in tribute to this amazing borough.”

Royle’s Head of Production, Sarah Marcon, added, “As the birthplace of Camden Town Brewery, we wanted to showcase the heart of Camden and what it represents. Shooting in the centre of the market at peak times could have been a nightmare but we were overwhelmed by the positive reaction of locals to what we were doing.”

Celebration launched on Friday September 8 on TV and online, accompanied by the four extended (30-second) film portraits from Characters.