Ubrew: 'Responsibly The Beer' (Italy)

Contains the creative for the 'Responsibly The Beer' campaign for Ubrew by the agency McCann in Italy.

The story behind the campaign

Challenge

UBREW, a small, London-based craft brewery was struggling to stand out in a world of beer dominated by giants. They had the products and the passion, but didn’t have the big budgets to produce the glossy campaigns. They asked us to launch a new low alcohol beer with a strong digital-based idea and high communication value. With only a small media investment, we needed to find a smart way to cut through and generate conversation in a noisy marketplace.

Creative concept

We found out that the strength of the idea could be in the...

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