Marcos Quinn
Designer at The Community
London, United Kingdom
TitleGoat
Agency
Campaign There's a Beer for That
Advertiser British Beer Alliance
Brand British Beer Alliance
Date of First Broadcast/Publication 2017 / 10
Business Sector Beers, Ciders, Lagers
Story Founded by the four big global brewers, The British Beer Alliance aims to promote the variety of beers available in the UK. Created by the community, the alliance’s new “There’s a Beer for That” campaign drives home the message that, regardless of where you are and what you’re doing, you can find a type of beer that has the qualities and flavors to suit your mood and activity perfectly. The print campaign memorably caricaturizes not only UK citizens’ favorite foods, but also those citizens themselves. Each character in the campaign – “Pig,” “Goat,” “Bull,” “Cod,” and “Salmon” – represents a different type of British person. The Goat personifies a London hipster, while the Pig epitomizes everyone’s favorite Northern uncle. Similarly, the Cow typifies a successful “Home Counties Banker,” the Cod a bit of a typical British “wide-boy,” and the Salmon a sophisticated country type. By drawing on these well-known archetypes in British society, the campaign personalizes each beer and food pairing. The community commissioned five distinctive artists to create the posters, each of which includes hand-lettering and small details that make repeat viewing enjoyable. For example, “Salmon,” features a salmon in a green and gray plaid suit sipping on a wheat beer. The phrase “have a wheat beer with salmon” floats above the cartoon, whimsically presenting the pairing for which The British Beer Alliance advocates. The rest of the print ads follow a similar format, as the remaining food characters – “Pig,” “Goat,” “Bull,” and “Cod” – invite audiences to join them for a beer.
Media Type Print
Executive Creative Director
Executive Creative Director Head of Digital Design
Designer
Designer
Director Interactive Program Management
Account Director

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