Blink’s James Papper and Wieden + Kennedy London are rocking the beer ad genre again. This time, they’ve team up with UK grime legend, Jammer, on a beer tour of Camden Town Brewery called Camden Hell. It’s the fourth walk on the wild side that Papper has directed for the brand and the brand’s biggest above the line campaign yet.
As with every project, Papper has collaborated with another talented, up and coming illustrator, Nahuel Bardi, whose stylish work exudes humour and energy. His undeniably fresh illustrations add to the sharp wit of W+K’s surreal story.
The campaign is running nationally in the UK over 21 weeks until October, the longest time a Camden advert has been on air, challenging beer lovers to look beyond their “usual” and order a fresh pint of Camden Hells, Pale Ale or IPA, three of Camden Town Brewery’s core beers. It is the first time the brand has taken its ATL creative outside of the world of its famous Hells Lager, highlighting the brewery’s core range which includes Camden Pale Ale and Camden IPA, showing beer lovers there’s something for everyone within the Camden beer portfolio.
The full campaign covers TV, BVOD, YouTube, digital and social.
