| Title | Hold Me |
| Agency | Engine UK |
| Campaign | It's just a name |
| Advertiser | Greene King Brewery |
| Brand | Ice Breaker |
| Date of First Broadcast/Publication | 2022 / 8 |
| Business Sector | Beers, Ciders, Lagers |
| Philosophy | Engine Creative is launching a humorous VOD and social campaign for Greene King’s Ice Breaker pale ale showing that the brand won’t help people to break the ice in social situations. It’s just a great tasting beer, filled with hoppy goodness. Aiming to build recognition and awareness of the craft beer and give it a memorable identity, the campaign called “It’s Just A Name” consists of three films which shed light on the highs, lows and awkwardness of social situations. In the films, people are inspired by their can of Ice Breaker to be bold and break the ice in a social situation. But every time they try, they realise that, sadly, Ice Breaker is just a name and doesn’t turn them into a social superhero. In one film, a man hugs another in a pub and wonders how long the embrace should last. He looks at his can of Ice Breaker for inspiration, but this doesn’t guide him. They stand hugging uneasily. The voice over concludes: “Ice Breaker – it’s just a name.” In another execution, a woman looks at her can of Ice Breaker, then plucks up the courage to go and talk to a circle of people, but they ignore her. Again, the voice over chimes in: “Ice Breaker, it’s just a name.” In the third film, a man ponders whether to greet another with a handshake or fist bump. He looks at his can of beer for guidance, then unexpectedly runs his hand down the other’s face. The voice over concludes: “Ice Breaker, it’s just a name.” |
| Media Type | Digital |
| Length | |
| Editing Company | Marshall Street Editors |
| Sound Design Company | Wave Studios |
| Advertising Manager | Will Hemmings |
| Advertising Manager | Alex Radcliffe |
| Advertising Manager | Annabel Clark |
| Advertising Manager | Amina Ali |
| Creative Director | Steve Hawthorne |
| Art Director | Doug Redfern |
| Copywriter | Joe Roberts |
| Head of Strategy | Laura Sammarco |
| Strategist | George Poynter |
| Account Management | Kelly Mahon |
| Account Management | Richard Williams |
| Account Management | Harriet Pinnington |
| Client Managing Director | Ed Norrington |
| Agency Producer | Henry Davies |
| Production Company | Birth Productions |
| Director | Devon Ferguson |
| Executive Producer | Kate Elson |
| Producer | Dominic Wilcox |
| Editor | Spencer Ferszt |
| Post Production | Nineteen-Twenty |
| Grade | Kal Van Beers |
| Sound Designer | Tony Rapaccioli |
| Director of Photography (DOP) | Richard Mott |
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