Title	RESPONSIBLY THE BEER
Brand	UBREW
Product/Service	BEER
Entrant	McCANN WORLDGROUP Milan, ITALY
Idea Creation	McCANN WORLDGROUP Milan, ITALY
Media Placement	McCANN WORLDGROUP Milan, ITALY
PR	McCANN WORLDGROUP Milan, ITALY
Production	McCANN WORLDGROUP Milan, ITALY

Name	Company	Position
Alessandro Sabini	McCann Worldgroup Italy	Chief Creative Officer
Stefano Pozzo	MRM//McCann	CEO
Sherry Eoin	McCann Worldgroup Italy	Art Director
Adrian Botan	McCann Worldgroup EMEA	Global Executive Creative Director
Davide Gonzato	MRM//McCann	Digital Client Group
Michele Virgilio	McCann Worldgroup Italy	Head of Production
Michele Romani	McCann Worldgroup Italy	Art Director
Carmen Bristrian	McCann Worldgroup EMEA	Creative Excellence Manager
Giorgia Raffaelli	MRM//McCann	Digital Art Director
Cher Brighton	Craft London	Producer
Marina Guarino	MRM//McCann	Digital Project Manager
Elia Morra	MRM//McCann	Digital Content
Sergio Lopez	McCann Worlgroup EMEA	Head of Integrated Production/EMEA
Sam White	Craft London	Director
Francis Harris	Craft London	Editor
Martino Benvenuti	Think Cattleya	Executive Producer
Umberto Carteni	Think Cattleya	Director
Alessandro Pavoni	Think Cattleya	Director Of Ohotography
Maddalena Crespi	Think Cattleya	Assistant producer
Niccolò Braggion	Think Cattleya	Editor
Ferdinando Arno	Quite Please	CEO
Stefano Campo Antico	Docartist	Photographer
Fabio Nobili	Rapport Italy	Manager Director
Gennaro Palma	Universal McCann	Digital Business Director

The Campaign

We launched this new low alcohol beer brand with an idea in its name: Responsibly, the beer all other beers ask you to drink. Taking advantage of the other beer brands that always end their communications with a "drink responsibly" or "enjoy responsibly" line. We made it with a smart tone of voice in order to create empathy between the brand and the people.

Creative Execution

The concept of this campaign came to life on several channels starting on 26 April 2017, the date when the first OOH appeared inside the internal circuit of London's leading bars and pubs. The campaign then continued on and off-line across the UK, exploiting various channels and medias. Among them: taxi domination, outdoor guerrilla, direct mailing, a launching event email, a dedicated website, consumer merchandise, newsletter, Youtube pre-rolls, social channels, influencers and digital PR activation.

The campaign, in the first few days after the launch, has reached over 3 millions of consumers and still now, keeps on stimulating conversations and positive comments from both consumers and industry employees.

Because it's a direct campaign targeting all other beer brands by taking advantage of the line "drink responsibly" that is itself a direct message. It's a direct "attack" to big beer brands by hijacking their own advertising.

Our strategy was to take advantage of the content produced on social media channels by big beer brands. We entered inside all of their public conversations that promoted the concept of "drink responsibly" (through hashtags and keywords) and used their voices to create awareness and buzz about our brand. This is how we reached our double goals: on one hand, using other beer brands by stimulating their interaction with us to generate free media, and on the other hand stimulate consumers / users to promote the launch of this new product.