Green King  is celebrating the gritty allure of London life with a poetic new campaign that showcases the pub chain’s role in helping people socialise and come together as a community.

Developed in partnership with creative agency TMW, ‘Where London Life Happens’ heroes city life and how important pubs are in helping knit together its social fabric.

Running across out-of-home and social media, the creative stars London-based poet and spoken word artist Lotte Rice who waxes lyrical about the capital’s rough-around-the-edges charm.

“Great stories are made and shared in Greene King pubs, and that’s what this campaign is all about,” said Greene King Pubs marketing director, Andrew Gallagher.

“We wanted to create that emotional connection with our audience, and remind them that our pubs offer the perfect setting to make their moments greater, no matter the occasion. We love the work that TMW have done, and we can’t wait to see it across the city.”

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing campaigns sent straight to your inbox each morning

Marking the agency’s first work for the Greene King pub brand, the work was produced by TMW’s in-house production team Move Studio with media buying and strategy handled by Total Media.

TMW managing partner, Alastair McLeod added: “With this campaign, we wanted to put Greene King at the heart of London’s love affair with pubs. There’s no better place to listen to a good tale (no matter how tall), and it’s also the place where some of the best stories are made.

“People in London wouldn’t dream of talking to a stranger on the tube, but get them into a pub and within a couple of hours the stories are soon flowing.

“With both the video and typographic routes, we’ve been bold in capturing the vibrancy and social connection that comes from everyday moments.”