Britain’s Beer Alliance - "Long Live the Local"

Havas London

Havas London London, United Kingdom

Awards

10974

Brand: Britain’s Beer Alliance
Country: United Kingdom

Advertiser: Britain’s Beer Alliance

Title	Long Live the Local
Agency	Havas London
Campaign	Long Live the Local
Advertiser	Britain’s Beer Alliance
Brand	Britain’s Beer Alliance
Date of First Broadcast/Publication	2018 / 7
Business Sector	Beers, Ciders, Lagers
Tagline	Sign the petition to cut beer tax
Story	The pub — a cultural institution, quintessentially British icon and bedrock of local communities — faces significant challenges ahead. With increasing financial pressures from a range of taxes, three local pubs close their doors for good every day¹. Today, Britain’s Beer Alliance — the cross-industry group comprising brewers and pub companies large & small, as well as industry bodies including The British Beer & Pub Association, launches a major new campaign to help save ‘the local’. Called ‘Long Live The Local’ the new campaign will celebrate the important role local pubs play in our community, our culture and our national identity, demonstrating that they are a force for good. It will create a national groundswell of people celebrating and supporting their local pubs, while simultaneously calling on Government to relieve some of pressure pubs are facing by cutting beer tax — which is currently set to increase for at least the next three years.
Philosophy	Should the level of beer tax — which is already three times the EU average and 12 times higher than Germany² — continue to increase year after year, beer sales will fall, pubs will continue to close, and jobs will be lost, the new campaign will argue. The campaign has taken six months to develop, including extensive strategic and creative development driven by consumer research, and will be supported by a £3 million investment each year for at least the next three years. It will comprise a striking, large-scale out-of-home campaign, national press ads, a cinematic online film, a PR campaign fronted by model and pub-owner Jodie Kidd, an influencer programme, Twitter promoted hashtag and video and an online hub at longlivethelocal.pub. Each pillar of activity will drive consumers to sign a petition saying no to the planned increase in beer duty, which will be delivered to Government ahead of the Autumn Budget. Central to this activity is the film, directed by Tom Green, which explores what the pub means to society. A true snapshot of everything that makes pubs so important, it showcases the full range of life that happens within them — from catching up with friends to listening to live music, weddings to wakes — and everything in between. With 900,000 people in the UK reliant on the pub, brewing and other related industries for work — adding £23 billion to the economy and contributing £13 billion in taxation³ — the campaign will also reach politicians to remind them of the economic importance, as well as the cultural importance, of the local pub and wider brewing industry. MPs will be made aware of the campaign & issues through lobbying events, localised PR and targeted media buys around Westminster and the upcoming party conferences, while pub-goers, owners and employees will experience the campaign in more than 15,000 British pubs through a selection of branded glasses, beer mats, window stickers and posters.
Media Type	Government Relations/Public Affairs
Length	60 seconds
Soundtrack	Wake the Town/Theodore
More Information	http://www.longlivethelocal.pub/
Media Agency	Havas Media Network UK
Production Company	Stink Films
Post Production	Electric Theatre Collective
Audio Post Production	750mph
Public Relations Agency	One Green Bean
CRM	Havas CX helia
Program Director	David Cunningham
Marketing Lead	Tom Price-Stephens
Executive Creative Director	Ben Mooge
Copywriter	Alex Tizard
Art Director	Jonathan Rands
Chief Executive Officer (CEO)	Xavier Rees
Managing Partner	Jennifer Black
Account Director	Tom Trevelyan
Account Manager	Jahney Smith
Content	Josh Toogood
Agency Producer	Adam Henderson
Assistant Agency Producer	Natasha King
Agency Producer	Sarah Wells
CSO	Mark Sinnock
Head Of Planning	Ravi Matharu
Designer	Dan Davies
Designer	Dan Scheers
Business Director	Tess Hulme
Account Director	Emma Gibbons
Account Manager	Graham Kenchington
Executive Producer	Sophie Kluman
Producer	Jeremy Smith
Director	Tom Green
Director of Photography (DOP)	Noel Schoolderman
Editor	James Forbes-Robertson
Original Soundtrack	Theodore
Photographer	Ewen Spencer
Photography production	LGA
Web Production	Ekino
Influencer marketing	Socialyse
Print Production Company	HKX Productions