RESPONSIBLY THE BEER

Short List
ClientUBREW
TitleRESPONSIBLY THE BEER
Product/ServiceBEER
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
Credits
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.