Greene King has launched a new campaign to promote its first-ever craft beers Level Head and Flint Eye.
While the beers are said to celebrate Britain’s ‘eccentric’ past, the products and the brand’s campaign are designed for the modern day.
The accompanying 30-second TV and VOD spot, titled ‘Brand New Beers, Centuries In The Making’, combines 200 years of brewing heritage with historical British myths and legends to create a contemporary ‘visual homage’.
The colourful campaign film, produced by creative agency House337, ends with the message: ‘We may have been doing this for over 200 years but the truth is, we’re only just getting started’.
“This is probably the craziest thing I’ve ever done in camera. We essentially created a 360° projector out of the beer can, which seemed a straightforward idea on paper, but proved to be quite the head-scratcher when executed,” Blink Ink director, Balazs Simon, said.
“From calculating the anamorphosis of hand-drawn illustrations to programming motion control and building custom rotating light rigs in a blacked-out studio, this project was a big balancing act, an actual fight with the laws of the universe.”
To receive more marketing news just like this subscribe to our FREE daily newsletter
The film will run for two months from today and will also be supported by out-of-home (OOH).
House337 creative director, Steve Hawthorne, added: “Like the beers themselves, this campaign has been a long time in the making, but it is worth the wait. The technical complexities behind it are truly mind-boggling, which precisely reflects the way in which we’ve created something that does justice to the craft, know-how and expertise Greene King has put into its new range of beers.”
