| Title | F**K CO2 |
| Brand | BREWDOG |
| Product/Service | BREWDOG |
| Category |
F07. Corporate Purpose & Social Responsibility |
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Entrant
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CRAFT MEDIA London, UNITED KINGDOM
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Idea Creation
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MADE THOUGHT London, UNITED KINGDOM
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Idea Creation 2
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BREWDOG PLC London, UNITED KINGDOM
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Media Placement
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CRAFT MEDIA London, UNITED KINGDOM
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PR
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BREWDOG PLC London, UNITED KINGDOM
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Production
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BREWDOG PLC London, UNITED KINGDOM
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Credits
| Tom Boswell |
Made Thought |
Project Manager |
Please tell us how the brand purpose inspired the work
BrewDog are brewery based in Ellon, Scotland, founded in 2007. They are now a $2bn+ business with a long running focus that is beyond continuing to brew great beer. In August 2020 the next step in this journey, was announcing that as a business they had been officially certified as Carbon Negative. Achieved through transparent full-scale changes to the entire business, not shady off-setting. This move is years ahead of the commitments to achieve ‘negativity’ from the likes of Diageo (2050) and Unilever (2050). The brief was simple, make sure people know, make sure they notice and deliver this message in the best way possible. All against a back drop of more prescient worries and immediate focuses for the UK such as Covid-19 and Brexit.